Five tips to embracing experience content on your digital real estate

Enterprise Times met with Sonja Kotrotsos, Product Manager at Contentstack to discuss all things related to the digital experience. Contentstack is a leading Content Experience Platform and a founding member of the MACH Alliance. The Alliance was formed to help enterprise organisations navigate the complex modern technology landscape. It aims to guide and show the business advantage of open tech ecosystems that are Microservices based, API-first, Cloud-native and Headless.

Sonja’s tips for going customer experience native

1. Identify your key objectives for the year. What or where can you make the biggest impact for your customers experience. This could be utilising a new channel, harmonising customer journeys that might be currently very siloed. Adding extra content, enhancing personalisation. Once you have identified that objective, document the business outcomes.
2. Undertake an inventory of your current technology. Many organisations already have several best of breed systems and platforms in their tech stack. Find which element will need replacing to give you the agility to serve your customer faster. Occasionally, parts of your current tech stack can remain on legacy platforms. This is because they don’t have a direct impact on the customer engagement.
3. Identify if you need to rip and replace components. Alternatively, can this be done in a more gradual way. Can you slowly phase out the components that will give you the biggest benefit. The biggest agility against those business goals that you have.
4. Make a clear business case when you know which components you need to change. Create an overview of the total cost of ownership and the return of investment. Incorporate the opportunity cost of not being agile, not being fast enough. Many organisations forget that.
5. After you have selected your new technology, run a proof of concept within your business and with your tech stakeholders. Do a hackathon internally. Increasingly, it is very difficult for a buyer to cut through the marketing crap, of all that legacy technology. These legacy companies understand where the market is going and have adjusted their marketing but not yet their technology. And if you’re not an industry expert and don’t consult analysts, you may think you’re buying something amazing. However, you end up with a monolithic product. So always test the software.

Enterprise will publish the full interview with Sonja Kotrotsos in June 2021.