OCO – “Online Channel Optimization”
Today, enterprises expect Web Content management to provide measurable business benefits, not just to improve productivity. Thus – according to Gartner – enterprises have to replace older WCM applications that can’t meet the new demands. WCM achieves its greatest value as part of a wider strategy of online channel optimization – OCO – for maximizing the value of customer interactions across all channels.
Well, I couldn’t agree more, although I don’t understand why Gartner tries to put both WCM and OCO players in the same magic quadrant, because for me these are 2 different things. OCO is about orchestrating the customer touch points across multiple online channels, it is about making the dialogue relevant to the consumer and engaging no matter which online channel is used and it is about addressing the individual needs at the right time even if he is switching between channels to communicate with your organization.
So in order to make Online channel optimization – OCO – possible you should centralize all the consumer interactions in a social database, picking up all the ‘micro-decisions’ an online visitor leaves behind when he is navigating through the web. (e.g. which search words did he use to reach you, what were his clicks on your site, on which topics did he interact through social media…)
A tool in the market that is possible to do this is BlueConic from GX software. Basically it continuously listens to all the online channels you want it to listen to (such as facebook, twitter, websites, splinternet, mobile apps, e-mail…) and it collects all the relevant information both from anonymous as from named users. The online profile information is stored in a social database. And now it becomes interesting, it allows the marketeer and/or the eBusiness manager to set up real-time dialogues that are personalized and orchestrated across all online customer touch points, based on the information from the social database.
You could look at this social database as an extension of a typical CRM database. To explain this I’ll use a picture from Peter Hinssen from his book “Digital is the new normal”.
CRM is becoming more and more a ‘middleware’ solution allowing you to store all the ‘macro-decisions’ of a customer (e.g. orders, complaints, sales visit reports…). CRM could be considered as the hub between all the front-end channels and the rest of your organization to deliver end-to-end integration. At the same time CRM allows you to store all the relevant customer information. This customer information can be used by any front-end channel to allow cross channel consistency. It is there that a social database comes in – to allow cross channel consistency – on a ‘micro’ level instead of only on a ‘macro’ level, as visually explained in the next picture from BlueConic.
So a CRM solution, extended with a social database, is capable to capture all relevant customer information, both on a micro-level as on a macro-level, giving you insights in both the CRM profile as the online profile. This will become key for organisations to establish efficient OCO programs in order to get true Customer Engagement Management in place.