Enterprises are increasingly operating in a dynamically changing and fluid environment. They are constantly changing gears just to keep pace. CXOs are constantly looking for ways to overcome or create disruptions in a world becoming increasingly complex. Infosys Consulting Blog gathers a community of subject matter experts who are driving pragmatic conversations around that which is changing and that which needs to be rethought, redefined and redesigned for enterprises to achieve market-leading performance roadmaps.

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July 27, 2015

Know your Web Content Management System

The show is not only concentrated in these sectors today! Even companies like automotives, retail, banks, pharmaceuticals, and high-tech manufacturers are in the fight to present their customers an interactive and informative website where they can search, compare, select and buy their preferred products. The web content generally comes in the form of articles, posters, videos, brochures, PDF uploads (POV, White Paper), blogs etc. Each multinational company has to manage today thousands of documents online, promote them through necessary channels, upload them via some Web Content Management System (xCMS) and delete/remove them when the content is obsolete.

The obvious question that arises is how the organizations are managing this content through a web content management system? What is it? Going by Wikipedia, "A content management system (Web Content Management System) is a bundled or stand-alone application to create, deploy, manage and store content on Web pages. Web content includes text and embedded graphics, photos, video, audio, and code (e.g., for applications) that displays content or interacts with the user". Let us explore further.

To maintain the xCMS, the primary role in the backstage team is that of a Content Strategist. He will be responsible for authoring, uploading, editing and deleting content as relevant. He works closely with the CMS Administrator who is the authority for giving access and controls to users based on functionalities. For example, the CMS Admin will give edit rights of the highest order to Content Strategist, approval rights to the Content Approvers, and restricted edit rights or only view rights to the Users as appropriate. The Content Approvers are generally the business heads or the marketing heads of the different units in the organization who would give permissions to publish content based on the marketing and promotion strategy of their online content. The Users are third party members, who are able to edit (provide feedback etc.) or only view depending on how interactive the website is for its customers.

From a business consulting perspective, it is very important to define roles in managing the web content for a successful promotional campaign and enjoy great digital customer experience. It is more so important, however, to define the process and schema of activities within the xCMS to meet the expectations of today's digital customers. Key considerations are to be kept in mind:

  1. One of the key activities within xCMS is 'Authoring Content' - the content in any form (html page, PDF, audio, video etc.) need to be authored and converted into the specific format before publishing. Authoring is the process to manage the content support, content form, type, dimensions, style, attached content (images, posters), tracking, versioning, etc.
  2. 'Publishing Content' should be aimed for the right web page, scheduled date and time, and provides the Content Strategist preview and notifications or alerts regarding unfitted image, duplicate names, content expiration, accessibility etc.
  3. For multinationals with heavy website content, it is very important to categorize the webpages and landing pages according to its product or service offerings into several pages depending upon target customers to foster navigability. 'Segmentation & Targeting' becomes very important in xCMS to define rules of promotion during digital campaigns, target appropriate content on the right channel etc.
  4. The 'Workflow Management' within the organization for publishing content becomes very important for IP related protocols and timely go-to-market. All the activities within the CMS schema is effectively managed and run by a suitable workflow design. It enables the team for automatic notifications for approvals, quicker routing of approvals, specific escalations, quick review and specific modifications based on comments, view and expedite content status in workflows.
  5. 'User Management' is also very important for a targeted content to be effective and creating the right UI according to user segments. Setting the right authentication rules, rights management, security audit and tracking, admin management becomes very important for running xCMS effectively and ensure filtered content and adhere to IP rules.
  6. A successful xCMS must not only ensure perfect content aimed at the right customers, but needs to gauge its success with best-in-class digital reporting. 'Analytics Support' becomes necessary for the firms to extract site view reports, do predictive analysis and forecast website traffic, track prospects and customers and manage dashboards for key decision making.

Thus, a good xCMS business plan must have the following schema in place for effectively managing content and enabling a world-class digital customer experience.

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In a recent consulting experience at a cable TV provider, we had a vision of how we can achieve a successful xCMS implementation by identifying the key personas and laying out the right schema of activities according to the requirements. Did you have a similar experience or viewpoint on Web Content Management System? It would be great to listen to your thoughts as well!

July 9, 2015

Fun: The Ancient Secret of Successful Training

Smile!

When I am smiling I am enjoying myself regardless. Even when delivering virtual training, smiling changes people's voice and whole attitude and people can hear it.


Relax - you know more than they do.

I have had to remind myself of this before some particularly challenging classes. I have the materials and the prep. I know at least one thing more than the students, and that is the edge I need to relax and have fun up there.

Quick tip: If someone in my class really does know more than me, I immediately recruit them to "back me up" and regularly check in with them during the class. This validates them and allows them to contribute to the class without knocking me off my game (and I learn a lot).


Get into it!

"Whatever I am teaching is the best thing people can learn right now, and I have the information people want!" When I stand in that mindset, I get pretty excited about what I am teaching. And excitement is infectious.


Quick story: After a full week of all-day training classes, my technical backup told me he loved being in my class. This was the guy who wrote the application and was tasked to sit in the back of the room to answer overly-technical questions. He said that this was just another project he worked on for several months but watching me teach it he felt like, "Wow! This really is a cool program!"


Be with people

Reciting information and hoping people get it is one-sided and not very effective. Really beingwith people is the difference between training and presenting. I am in the room with them, and we all have similar goals for the class.

I interact with my students as human beings who are investing their time to gain knowledge or a skill from me, because they are. Each person has all kinds of things going on in their lives, all of which compete for their attention. So, throughout class I watch their expressions and listen to their responses to get a sense of where they are with the information. If it's obvious I am losing the class, I move into Storytime.


Storytime

This is what I call breaking the instruction up with a quick story or anecdote. It's like a miracle break for the poor people who are struggling to pay attention or already lost the battle. Sometimes it's related to the topic but often it isn't. When I realize I've been seriously droning on and a quick expression-check of the class reveals they are done for, I just stop and smile. "I can see everyone is as into this as I am," or "OK, this has nothing to do with the class, but this popped into my head..." This always brings my class to attention, and then after the very short story, I'll get back into the class.

That's it! Relax, smile, get into the topic and the class, tell a story, and have fun! Your clients will appreciate it and you will truly enjoy being a trainer!