Develop a Web Experience Management Strategy
- Web Experience Management (WEM) solutions have emerged as applications that provide marketers and other customer experience professionals with a complete set of tools for web content management, delivery, campaign execution, and site analytics.
- However, many organizations are unsure of how to leverage these new technologies to enhance their customer interaction strategy.
Our Advice
Critical Insight
- WEM products are not a one-size-fits-all investment: unique evaluations and customization is required in order to deploy a solution that fits your organization.
- WEM technology often complements core CRM and marketing management products – it does not supplant it, and must augment the rest of your customer experience management portfolio.
- WEM provides benefits by giving web visitors a better experience – leveraging tools such as web analytics gives the customer a tailored experience. Marketing can then monitor their behavior and use this information to warm leads.
Impact and Result
- Deploy a WEM platform and execute initiatives that will strengthen the web-facing customer experience, improving customer satisfaction and unlocking new revenue opportunities.
- Avoid making unnecessary new WEM investments.
- Make informed decisions about the types of technologies and initiatives that are necessary to support WEM.
Develop a Web Experience Management Strategy Research & Tools
Start here – read the Executive Brief
Read our concise Executive Brief to find out why you should develop a WEM strategy, review Info-Tech’s methodology, and understand the four ways we can support you in completing this project.Besides the small introduction, subscribers and consulting clients within this management domain have access to:
- Develop a Web Experience Management Strategy – Phases 1-3
1. Harness the value of web experience management
Make the case for a web experience management suite and structure the WEM strategy project.
- Develop a Web Experience Management Strategy Phase 1: Harness the Value of Web Experience Management
- Web Experience Management Strategy Summary Template
- WEM Project Charter Template
2. Create the vision for web experience management
Identify the target state WEM strategy, assess current state, and identify gaps.
- Develop a Web Experience Management Strategy Phase 2: Create the Vision for Web Experience Management
3. Execute initiatives for WEM deployment
Build the WEM technology stack and create a web strategy initiatives roadmap.
- Develop a Web Experience Management Strategy Phase 3: Execute Initiatives for WEM Deployment
- Web Process Automation Investment Appropriateness Assessment Tool
Workshop: Develop a Web Experience Management Strategy
Workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn't enough, we offer low-cost delivery of our project workshops. We take you through every phase of your project and ensure that you have a roadmap in place to complete your project successfully.
1 Launch the WEM Selection Project
The Purpose
Discuss the general project overview for the WEM selection.
Key Benefits Achieved
Launch of your WEM selection project.
Development of your organization’s WEM requirements.
Activities
1.1 Facilitation of activities from the Launch the WEM Project and Collect Requirements phase, including project scoping and resource planning.
1.2 Conduct overview of the WEM market landscape, trends, and vendors.
1.3 Conduct process mapping for selected marketing processes.
1.4 Interview business stakeholders.
1.5 Prioritize WEM functional requirements.
Outputs
WEM Procurement Project Charter
WEM Use-Case Fit Assessment
2 Plan the Procurement and Implementation Process
The Purpose
Plan the procurement and the implementation of the WEM solution.
Key Benefits Achieved
Selection of a WEM solution.
A plan for implementing the selected WEM solution.
Activities
2.1 Complete marketing process mapping with business stakeholders.
2.2 Interview IT staff and project team, identify technical requirements for the WEM suite, and document high-level solution requirements.
2.3 Perform a use-case scenario assessment, review use-case scenario results, identify use-case alignment, and review the WEM Vendor Landscape vendor profiles and performance.
2.4 Create a custom vendor shortlist and investigate additional vendors for exploration in the marketplace.
2.5 Meet with project manager to discuss results and action items.
Outputs
Vendor Shortlist
WEM RFP
Vendor Evaluations
Selection of a WEM Solution
WEM projected work break-down
Implementation plan
Framework for WEM deployment and CRM/Marketing Management Suite Integration