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When there's too much content, too much data, and too little time, [A] can help.

Intelligent Customer Experiences (ICX) require organized, elegant content operations. Complex content operations require dozens of specialized skillsets, from determining the right approach, to structure and planning of integration, to keeping everything flowing smoothly.

[A] provides far more than just Strategy and Engineering. Yes, organizations need content models, taxonomies, and standards — but to deliver content in the new world, we need the people and processes designed to get it right the first time and produce visible project success.

Some clients rely on [A] as an integrated extension of internal teams, handling critical daily operations on an ongoing basis. Others prefer support with training, team role evaluation, recruiting support, and other services designed to increase internal capacity.

Where to Start

Many organizations have an unclear picture of the current state of people, processes, and technology used across the organization that drive content operations and customer experiences. This workshop positions organizations to fully understand the current content operations landscape and effort needed to deliver intelligent customer experiences.

To manage anything, first you must measure it. Before embarking on a journey towards delivering intelligent customer experiences, there is a need to collect, analyze, assess, and understand the key metrics around the current status of the systems being used to create and deliver the customer experience.

Collect, analyze, assess, and understand the key metrics and data points used to create and deliver personalized customer experiences. Beyond basic Google analytics, platform specific and other third-party user data, how should customer interaction and analytics data influence customer experiences? Get ready to drive value through customer data.

Working with [A] extends and uplevels teams to make Intelligent Customer Experiences achievable and sustainable.

Teams managing millions of customer interactions sometimes need outside help with content operations. Organizations must strategically build structured content, content engineering disciplines, content models, and related publishing processes from the inside-out to ensure sustainability long after launch. None of this happens by accident, and all of those processes need to be maintained and optimized over time.

As customer expectations and internal complexity grows, leaders start to see more value in bringing in external support from [A] to work better every day, over the long-term.

Tactical Interventions

Clients may need short-term help, such as project management support, systems build-out, data analysis and process, or vendor coordination. [A] can fill gaps or power-up a specific process in a tight scope.

Team Enablement

[A] can also help leaders recruit, onboard, train, and mentor staff into a modern content operations function. Whether building an entirely new Content Services Organization, or expanding the capabilities of an existing content team, [A] can help take teams to the next level.

Ongoing Support

[A] can also be an embedded, invisible, long-term support for content operations that are easier to outsource than add headcount. Examples include:

  • Running omnichannel projects and portfolios, in tandem with internal management and teams.

  • Handling the logistics of content migration, transformation, and ongoing normalization of incoming content.

  • Facilitating DevOps and integration process across content supply chains, as a facilitator between IT and Marketing.

  • Working with design and front-end teams to facilitate the use of modular content from wireframes to CSS.

  • Search and data analytics, quantitative and qualitative measures of both onsite customer experience and the external competitive landscape.

Get an edge with end-to-end management from [A].

Content Operations Q&A

What is Content Operations?

[A] defines Content Operations as the organization function that performs the day-to-day business of acquiring, managing, and leveraging content.

Why should we consider a Content Operations program?

Lack of attention to content operations is usually the reason content intelligence initiatives ultimately succeed or fail. Whether managed internally, or involving [A] on a ongoing basis, all omnichannel publishers need to manage content operations as a defined organizational capability.

Why do I need Operation services?

You might not, if content and customer experience operations already run well and are staffed at the needed levels to accomplish the organization's ICX goals. If not, teams could benefit by involving [A].

What are the benefits of embedded operations support from [A]?

Long-term embedded operational support provides a safety net for organizations by retaining experienced professionals to enhance and extend internal capabilities, build new habits and rhythms, and reduce internal risk.

Does [A] Operations impact revenue?

It can. History has shown traceable revenue boosts across multiple clients that retain [A] Operations. Using data to optimize content discovery and customer experience can tie to measurable top-line impact; and, having an embedded partner that actively manages the business impacts of shifting technology, CX, and marketing landscapes can help identify brand new revenue and market opportunities.

What is the financial structure of [A] Operations services?

Tactical interventions are treated as T&M projects, and staffed accordingly. Ongoing [A] Operations are dedicated or semi-dedicated teams on volume-based retainer that renew, usually on a trimester basis along with planning and forecasting rhythms.