For Information & Knowledge Management Professionals (Length: 12 pages)

Executive Summary (This is a document excerpt)

Improving the customer experience requires the help of multiple constituents and roles within an enterprise, not just the folks in sales, marketing, and customer service. Information and knowledge management professionals who support eBusiness, multichannel, and Web content management initiatives can drive significant improvements in customer experiences. How? By putting more emphasis on using content to help customers — whether it is providing relevant information when customers buy a product or delivering easy-to-use or understandable content for customer self-service Web sites — rather than simply focusing on how to create, manage, and search for content.