Adobe Watson: Context is king, in cooperation with the social enterprise

More than one channel to flow smoothly through the integration of information and an online business can be complex. Customers can easily create content and then you get your employees committed to increased complexity. Ben Watson Adobe, the customer experience the company is about to serve as chief strategist.

At Enterprise 2.0 Boston last month, Watson, during a keynote presentation "in the context of content is no longer king, became king," he said. General information on separate content silos that the company said it was important to break. The goal, he says customers and colleagues every day to ensure that cooperation is always a unique experience with more than one channel was delivered to the content and context.

Seven years of effort by Adobe to work on the business side of Watson, the last of the corporate strategy and managing the customer experience with Adobe Digital Platform for enterprise and business is divided equally his time between the client and the strategy was the development of Adobe. Recently SearchContentManagement.com said. Below is a modified version of the word.

The king was focused on us with the content, Enterprise 2.0 content, but said during his presentation, I mean, in fact, became king, and now content is king. If you can summarize what it means?

Ben Watson: There is a lot of that content. We spent most of the online content, and consume more of the same line. To do this in the perspective of a user to find, understand and act in the context of a user. What is the technology and how - you need to know what the customer asked the question, can I ask you something or make a statement?

This understanding is based on a user context. For example, my bank account is now paying the menu that is billing the current account balance, the time of payment. This, at the same time over a bill payment time, especially in the new feature. Very handy and I would not underestimate the amount of the investment effort. Another example: take the pulse. This favorite mobile sites on your preferences, and even regulate what people are reading a news reader that offers some suggestions based on. What is truly surprising about the impact of the same interface visible on the links to see references to Facebook and Twitter to my friends and you can see that the comments on the agreement satisfied me. And in a world of text, RSS reading programs, a new way to consume information in the display. More attractive.

Therefore, "contextography" the opportunity to explore the context of a user's actions?

Watson: contextography coined the term is more restrictive in all areas, by definition, these Web technologies; there is some uncertainty about what it means to be relevant. Contextography research, analyze and understand the use of information obtained. Learn and act intelligently on the basis of these data to create models to consume and how to view data, and where they came from, through models of how data growth and change, or what systems to optimize the recording time, and how to be better for the users of this information reflects the content and application at the end?

After a successful social enterprise strategy, what are the obstacles?

Watson: What are the current systems often do not have the same context. My context or system of systems in a shared mode all the time. CRM, ERP, HR systems, and usually things like web content management - Conclusion of an employee or a customer usually straddles more than one system in the context.

It makes no sense of the deep back-end integration. Request a much more optimistic to think of integration. Individual views and user-oriented applications and features with systems and data together. I am the SOA [service-oriented architecture] see what the performance, but for the customer. This takes away from silos user perspective.

So what to go to a business by removing barriers that separate lines of business, departments, employees and customers across the enterprise?

Watson: there is a change towards a better customer experience. Great idea of ​​landscape and ecosystem, and grow with better ways to manage this experience. We are all multi-channel customer experience from start to finish, helping to define how to manage the movements that improve the experience. And I have an executive board and the new offices.

Finally, customers interact with us in this way and had more than one channel in complex systems that do not have a CIO and a wealth of information in the same way, we do not need and the customer service ... Sharing information about our company or brand. However, these channel, the explosion, an explosion of new products and devices that have an explosion of influential social circles. The effort behind the center as a way for companies to manage the customer experience is an opportunity to look at. I am a growth path, and [clients] see that the increased fidelity.