My most recent article for CMSWire, “Overcoming Those DAM Customer Experience Obstacles,” came out this week. In it, I cover two significant obstacles in the way of achieving a consistent customer experience. They’re both related to sharing.
Obstacle 1: Thinking Too DAM Small
Most people limit the scope of “digital assets” and “content” to graphics (e.g., logos, images, movies, etc.), documents (text files, presentations, spreadsheets, etc.), and the metadata about those files. CX professionals need to think bigger than that. A more holistic approach to digital assets would also include layouts (e.g., Bootstrap or Freemarker templates), style sheets (e.g., XSL or CSS), and even reusable content fragments (e.g., HTML DIV elements in web pages or Reusable HTML in SharePoint).
Obstacle 2: Vendors in the DAM Way
Even though “ease of integration with other software components” is at the top of many companies’ digital experience investment criteria list, only a few digital experience delivery (DXD) vendors support open integration today. And no CXM vendor includes the ability to externally share layouts, styles and content. It is true that some systems can import external style sheets and content, but copies of such assets then reside inside the CXM repository, disconnected from the original source files and external systems.
The Solution
Click through to CMSWire to read the whole article and discover the solution I propose to get around the DAM obstacles.
And if you’re intrigued by the idea and want to join the DAM discussion, let me know or request to join the CX Architects group on LinkedIn.
