Live from OmnichannelX: Solving the global content challenge

Solving the global content challenge, by Jonathan Whiteside

75% of customers expect a consistent and relevant experience no matter where they engage, regardless of what:

  • Channels
  • Brands
  • Territories

Now throw in globalization. It needs to be intelligent, automated, engaging, personal, and also local.

Make Content a Digital Supply Chain

Manufacture something, ship it to the consumer, and then optimize based on consumer feedback.

  1. Creation
    • Create and maintain customer relations
  2. Translation
    • Translate digital experiences into revenue
  3. Delivery
    • Get it across different journeys

Why do you need it? So that you can have…

  • Staff efficiency
  • Agility
  • Customer engagements
  • Improved performance
  • IT savings
  • Cost optimization

People, Process, and Technology

How can we transform people, process, and technology?

  • People: Empower people to be excellent
  • Process: Enable organizational excellence
  • Technology: Implement the right tools to address specific issues

Need to move from ad-hoc to repeatable to autonomous to optimized processes. We need to get to the point where we’re learning from our actions and improving.

6 Parameters of Global Content Operation

There are 6 Parameters of a Global Content Operation. You need to determine how your content is impacted by:

  • Market: Local or global?
  • Organization: Distributed or centralized?
  • Product: Short or long?
  • Governance: Strict or relaxed?
  • Automation: Machine or human?
  • Relevance: Personal or universal?

Example: Jonathan’s team created a toolkit of features, content, and design templates. Then they allowed marketing to build sites and pages based on their needs. This had:

  • Market: Global
  • Organization: Distributed
  • Product: Short
  • Governance: Strict
  • Automation: Machine
  • Relevance: Universal?

They were able to get a 2M operational cost savings in the first year. All they needed were core assets and messaging with a solid process.

Takeaways

  • Standardization doesn’t have to restrict creativity
  • Translation management provided acceleration
  • API-based approaches provided flexibility
  • Choose a high profile initial (lighthouse) project
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