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Connect
book

Connect

by Lars Birkholm Petersen, Ron Person, Christopher Nash
September 2014
Beginner to intermediate content levelBeginner to intermediate
272 pages
6h 10m
English
Wiley
Content preview from Connect

Chapter 6Stage 1—Initiate, and Stage 2—Radiate

Don't treat your customers like a bunch of purses and wallets.

—Chris Brogan

In the Initiate stage, organizations use a “brochure site” presence on the web with email campaign capabilities and web analytics (see Figure 6.1).

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Figure 6.1 Sitecore® Customer Experience Maturity Model™—Initiate and Radiate Stages

In the Radiate stage, organizations focus on distributing content across channels starting with the customer's most used channels. Examples include establishing a mobile site and sharing content on social networks (see Figure 6.1).

The Initiate and Radiate Stages

The Initiate stage is almost a rite of passage for any organization. As you learned in Chapter 4, 85.4 percent of organizations surveyed with the Customer Experience Maturity Assessment are still in Stage 1 or Stage 2. The vast majority are here because they aren't sure how to progress and they have trouble building a business case for the resources to improve.

The initial website in Stage 1, Initiate, is almost always oriented around the organization's products and services rather than having a customer-centric or problem/solution orientation. That happens because the website is usually created by a marketing department or agency that has little experience with the digital customer experience so they pour printed marketing material into a new online format. The ...

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Publisher Resources

ISBN: 9781118963616Purchase book