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How mature is your omni-channel content strategy: A model to assess how you’re doing

A brain dump of how to assess a content strategy in a channel-oriented ecosystem.

Disclosure: I work at Informaat experience design (The Netherlands) ~ “Designing for omni-channel ecosystems not only deals with the interactive and visual elements of experiences, but also has a significant content dimension. In this post, the role, value and meaning of content in products, services and brand experiences are addressed. In this context, omni-channel content strategy is a mandatory precondition for excellent customer experiences and should be part of the customer experience excellence of organizations. For the purpose of analysis, we developed a maturity model with which we can assess the current state of omni-channel content strategies and for identifying steps towards excellent customer experiences in ecosystems with omni-channel services.”

Peter Bogaards a.k.a. /peterbogaards | @bogiezero ~ Informaat BiRDS

Omnichannel customer experiences: A new design challenge

Omnichannel requires omnidesign and omnidesigners. Such much for omni to do.

Disclosure: I work at Informaat experience design (The Netherlands) ~ “Forget native apps, forget responsive webdesign, and say hello to omnichannel. We have moved away from the design of a single application, product or service. Increasingly, organizations have to deal with a multitude of them. This evolution is triggered by technology and raises a number of issues, challenges, and problems. How can we create a ‘seamless’ experience between all of the channels? How can we always keep the customer at the center of the design? And are our tried and tested design methods good enough, or do we also need a new way of designing, so-called omnidesign, to meet omnichannel’s needs?”

(Jantine Geldof a.k.a. @JantineG ~ Informaat BiRDS on a W!RE)

Omnichannel is not the golden calf of content strategy

Content as the cement of the digital and physical human experience.

“Omnichannel is not a fad. It’s not some buzzword that replaces multichannel (although many people in the digital industry throw it around that way). Omnichannel also does not have to consider every existing channel out there or all channels (Latin definitions of omni aside). It’s not something to throw up — no pun intended — and display as something that is the be-all, end-all solution for all things within multichannel publishing. Omnichannel presents a model for placing the consumer at the center of a brand experience. In contrast, multichannel considers more than one channel. There may be a strategy behind multichannel, but in its essence, the term means more than one channel.”

(Kevin P. Nicols a.k.a. @kpnichols)

From page to stage to screen: Designing an omni-channel experience

Every classification starts with the WhatIs dimension.

“(…) how can we, as UX professionals, design user experiences for different media or channels and achieve such success? We can achieve this by understanding the unique considerations for each channel and deciding what aspects of each channel we should take advantage of to enable us to create an optimal experience for each individual channel.”

(Traci Lepore a.k.a. @TraciUXD ~ UXmatters)

Omni-colleagues: The new heroes of digital

Omni, inter, multi, trans, or ‘what-have-you’. All better than solo, single, mono or uni.

“The omni-channel approach runs the risk of ditching humans for automated touch points, but for digital to triumph, these services must be re-humanized. Companies need to strategically consider which services are appropriate to manage via machines, and which require human interaction.”

(Mark Curtis a.k.a. @FjordMark ~ Accenture Clicks)