Omnichannel content at ING, by Erwin Veth
ING’s purpose is to empower people to stay a step ahead in life and business. The Experience “Tribe” considers their purpose to improve digital experiences. But what does that mean?
- Giving customers a great and consistent experience across channels
- Or to help them finish something in one “go” without switching
- Or to focus on digital adoption and services
- Or focus on reusable components (don’t want to reinvent the wheel)
They wanted to align with internal needs and keep up with content trends (how people consume content; quality of images; etc).
2016: Customer Experience was Inconsistent. Too many CMSs, content was different in different places. They created a digital content strategy focused on a list of priorities:
- Consistency and reuse of content
- Adding languages made easy through MultilingualReady
- Customers can easily consumer content through content “cards”
- All content is clear and sounds like ING
- Personalization and suggested content appearing automatically
- Customers see content relevant to them
Then they translated this to principles, such as “Trim the fat” and “Create focus” and “Easily accessible” and “Responsive.”
Then they set up a new content delivery system with a CMS, database, and content API. And created structured content:
- Structured content types
- Structure to show 1 content type in multiple frontend presentations
- Structure to show content across channels
How it Works: Agile in Content
At that time ING also moved to agile in content. How did they do it?
- Decentralized squads
- One “content as a service” squad
- One “content support and advise” squad
- Put in place consistent content building blocks
- Content API
- A/B testing tools
- Image and video delivery
Decentralized content management is a big risk. You need to convince people to try it out – quality of content will drop initially, but then improves. It also leads to better content, and faster content changes.
Challenge: must help people focus on removing content as well as creating!!
- You need to have a mindset that assumes there will be mistakes and that’s ok
- Be clear – help others be successful and help them understand what they need to do
- Stay 2 steps ahead as much as possible. Look to what will be needed