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What is Web Experience Management?

Cristina Daroca December 21, 2020

Maintaining a web presence today means so much more than simply having a website. With customers using social media, email, and chat platforms more than ever before, today’s businesses must adapt to remain competitive. Web experience management (WEM) is an intuitive framework that can help companies develop their online presence and ensure a consistent and positive experience for users or customers across platforms.

In this post we’ll explore some of the most important characteristics of web experience management, why it’s important, and how to leverage web experience best practices to better connect with your audience.

What Web Experience Management Means

Web experience management considers all the online touchpoints in your customer journey and processes and systems to improve those interactions. By considering the entire customer experience, you and your team can identify new and more effective ways to share content. There are also many new software platforms available that provide WEM tools through a content-as-a-service model.

When creating a web experience management plan for your organization, consider the following ways that WEM can add value to your online customer activities:

  • Centralized Automation: Managing your web experience in an organized way can generate new customer insights and allow you to quantify improvements while tracking important metrics.
  • More Customer Value: Sharing content such as images, video, text, and documents that customers find helpful helps to build more customer trust while adding tangible value to your sales and service efforts.
  • Increased Customer Satisfaction: Developing a structure for your omnichannel communications helps reduce internal silos and makes it easier for your team to create cohesive brand messaging that shows customers the value that you place on their time.

The true power of web experience management comes from how you leverage your entire online platform. Your customers will often prefer to engage with your business through the channels they feel most comfortable with. Here are a few ways you can optimize your web experience to make the most of each touchpoint.

Optimizing Web Experience

Understanding how customers communicate is such an important step in your ability to develop a stronger web experience. Since each interaction is unique, having a unified way to process requests and align communications is key. This not only helps you identify areas of improvement but also makes it much easier to facilitate sharing among your team. For example, customers may be highlighting a similar issue that can be addressed with a common solution. You can also take a response that is posted on one channel and easily copy it to others while adjusting the format as needed.

Embracing the concept of web experience management also puts you in a better position to evaluate new software tools. Since you will be considering your entire web presence together, you can plan system integrations right away and get the most value out of your entire system. With all parts working together, it becomes much easier to focus your effort on strategies that can make a big impact on customer satisfaction. Here are a couple of ideas to get you started:

  • Personalize Experiences. It is a known fact that customers love to be addressed by name and receive relevant information that matters to them. Crafting personalized and dynamic responses across multiple platforms can be challenging, especially when you’re dealing with a large volume of messages and requests. With a WEM platform, your team can have a better understanding of what is happening across all platforms and take a proactive approach to addressing customer concerns and needs.
  • Support Omnichannel Communication. Most companies are already using some form of customer relationship management (CRM) software to help manage their interactions. Part of what WEM seeks to provide is a comprehensive solution that integrates CRM with your other communication channels. This not only makes content delivery easier but also helps avoid mistakes and reduces the likelihood of missing out on important conversations.
  • Develop Brand Consistency. In the same way that a style guide helps unify the look and feel of a brand, WEM can help strengthen the consistency of your communications. That begins with omnichannel visibility but really depends on the efforts of your support team and customer-facing staff. Encouraging consistency and making it easy for your employees to view and share content are excellent ways to improve customer engagement.

Web experience management is an important practice today and is likely to become even more relevant in the coming years. By leveraging powerful software tools and customer experience best practices, leading companies can develop more meaningful dialogues with their audience and create positive, engaging experiences across platforms. With practice, WEM can become a competitive advantage for your business and a key enabler on your journey toward creating a unique customer experience.

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