Summary
Customer experience demands have marketers stepping up their use of personas in their Web design efforts. Information & knowledge management (I&KM) professionals, however, have found many challenges in implementing and managing persona-based Web sites using commercial Web content management (WCM) systems. I&KM pros who want to manage persona-based Web sites will need to customize their WCM implementations and add complementary tools to meet their goals. But a strong content foundation will reduce the effort needed to support persona-based Web initiatives.
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