MAIDENHEAD, England,
Nov. 6, 2018 /PRNewswire/ -- SDL
(LSE: SDL), a global leader in content creation, translation,
management and delivery, today announces the results of a Forrester
Consulting study, highlighting that only a third of companies (30%)
believe their customer's journey is completely continuous, and the
critical role of content in delivering continuous digital
experiences.
According to the November 2018
study, 'Today's Content Supply Chains Prevent Continuous Customer
Journeys,' commissioned by SDL, companies are struggling to handle
the growing volume and velocity of content. They also rely too
heavily on a collection of Web Content Management Systems, network
drives, human translation, and document management systems, to
build their customer experiences. This, alongside internal silos,
introduces fragmented experiences for customers looking to engage
with a brand. In fact, 80% of firms believe that current content
supply chain challenges impede their ability to deliver on top
business objectives.
To deliver on top business objectives and serve empowered
customers, the study reveals that companies must adopt processes
and tools that ensure content is delivered in a continuous journey,
and avoid disjointed hand-offs that result from organizational
silos.
Content decision makers need a comprehensive and holistic
content management strategy that atomizes and automates the content
supply chain and ensures product, marketing, sales, and support
information are up-to-date, consistent, and personalized for the
customer's need in the moment.
Product information is highlighted as a key enabler for success.
Companies agree that improving access to product information would
have the single greatest positive impact on customer journey
continuity, while three-quarters (77%) confirm that keeping product
information relevant and up-to-date is critical.
"Customers today are more empowered than ever. They use a wide
variety of content, including in-depth product information such as
manuals, user guides and technical content, to educate themselves
throughout their buying journey. Any inconsistency or hurdle in
that journey puts their willingness to buy at risk," said
Peggy Chen, Chief Marketing Officer,
SDL. "We're addressing these issues head on with our SDL Tridion DX
solution, giving global businesses a way to build a solid content
supply chain and blend marketing, sales and in-depth product
content into a relevant, continuous digital experience."
More than half of firms expect improved brand consistency, and
customer and partner experience if they're able to centralize,
automate and optimize their content supply chain. A Global Content
Operating Model (GCOM) addresses these challenges, providing a
comprehensive strategic framework for managing content by unifying
platforms, processes and people.
"Brands today have a huge opportunity to engage with millions of
customers, but they're spending too much time fixing content
problems – rather than developing strategies and experiences that
deliver business growth," said Andrew
Bredenkamp, Founder and CEO, Acrolinx. "A GCOM can help
streamline the whole process – from content creation, management
and translation all the way to delivery – and rapidly deliver
tangible ROI."
For the study, more than 200 interviews were conducted with
business leaders (managers through to CEOs) responsible for setting
the strategy for their company's content supply chain at firms with
greater than $1B in revenue. These
included manufacturing, technology, pharmaceutical, consumer
product goods, electronics, financial services, and automotive
organizations in the US, Canada,
UK, Germany, and France.
About SDL
SDL (LSE: SDL) is the global leader in content creation,
translation and delivery. For over 25 years we've helped companies
communicate with confidence and deliver transformative business
results by enabling powerful experiences that engage customers
across multiple touchpoints worldwide. Are you in the know? Find
out why 88 of the top 100 global companies work with and trust us
on SDL.com. Follow us
on Twitter, LinkedIn and Facebook.
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SOURCE SDL plc