For Content & Collaboration Professionals

Primary Analyst Photo	Document Information	Rate this Document
	December 7, 2006 Use Persuasive Content To Improve The Customer Experience What Information And Knowledge Management Professionals Can Do by Kyle McNabb with Connie Moore, Lucy Fossner, Shelby Semmes	Average: 7  (2 ratings)

This is an excerpt

Executive Summary

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.

TABLE OF CONTENTS

• Poor Content Management Contributes To Customer Experience Pains
• What Information And Knowledge Management Professionals Can Do
• Lessons Learned From Early Persuasive-Content Approaches

RECOMMENDATIONS

• Think Persuasive Content To Proactively Enhance The Customer Experience
• Related Research Documents

This is an excerpt

Buy Risk-Free

Price: US $499

Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.

Already a Forrester Client?
Log in to read this document.