Sections

Loyalty Programs And Building Loyalty

Mukesh Gupta

One of the biggest challenges that brands face today is to find and cultivate loyal customers. Most brands have some sort of program to reward loyalty from their customers. But most of the loyalty programs that I am a part of totally miss the point of loyalty itself.

In general, the expectations of enterprise customers and consumers have increased significantly. They expect brands to not only deliver great products and services, but also acknowledge them as individuals, and engage, excite, and/or woo them to become loyal customers. Add to this the fact that we are today living in a world in which it’s easier than ever for consumers to switch products and services that don’t match or exceed their expectations.

In this scenario, it is critical that brands have a good loyalty program that works for both the brand and its customers.

How to make your loyalty program more effective

1. Loyalty programs should be for loyal customers

Currently I am part of at least 25 different loyalty programs, each with a different retailer or a business. Does that mean that I am a loyal customer to these businesses. Definitely not. Just like millions of others who enroll in a loyalty program, I was also auto-enrolled by the billing clerk while getting my purchase billed. I understand that businesses need to collect information about consumers and track their purchases and affinity towards their business to make many decisions.

However, getting everyone to participate in the loyalty program indicates to me that the business does not value the loyalty, but just the business. By doing this, the business also sets an expectation that you will get discounts by being part of the program, and that there may be levels in the program that entitle you, as a loyal customer, to even more benefits. What this tells me, as a consumer, is that if I want better discounts from the business, I should enroll in the program—nothing more and nothing less.

In my opinion, instead of enrolling every customer into a loyalty program, businesses should be very selective about who gets invited, and about what benefits are offered to keep these elite consumers coming back. As Eddie Yoon explains, loyalty programs should be defined for superconsumers.

This class of consumers can not only help your brand grow, but it can also play a significant part in your product growth strategy, boosting new innovations and even helping your brand become more relevant. For more information about superconsumers and how businesses can find , engage, and learn from them, read Eddie Yoon’s insightful book “SuperConsumers: A Simple, Speedy, And Sustainable Path To Superior Growth.”

2. Engage people with exceptional experiences

One of marketing’s greatest challenges is to engage people en masse. But engaging experiences have a significant impact, eliciting emotions that make your brand memorable and that make people eager to share.

The most effective emotion to elicit is positive surprise. If you can positively surprise your customers, most other emotions generally take a back seat. For example, remember the KLM surprise in which the company spontaneously gave relevant presents to customers based on their social profiles?

3. Create rituals or traditions beyond just an annual Christmas card

Humans have always been creatures of habit, and we have evolved using rituals or traditions. Think about what kinds of habits you would like to instill – in yourself, in how you engage your customers, and in your customers themselves. Habits create traditions; traditions turn into values.

Be mindful not to appear selfish in this area as it will most certainly backfire. Keep your customers’ lives and ambitions central when you are creating rituals, traditions, or habits. Cultures are built one habit, one ritual, one tradition, and one story at a time.

4. Give your customers a voice, and connect them

Nurturing a great relationship between your brand and your customers is as important as creating opportunities for your customers to discover other customers with similar interests. This is an important pillar that most brands forget when they are building the loyalty programs.

Some common mistakes to avoid

  1. Too often, loyalty programs are designed based on the technology used to manage the program, and not the other way around. It is critical to understand this and avoid this mistake when designing a new loyalty program.
  1. Do not hide behind customer sat numbers (yes, I’m talking about the NPS and other customer satisfaction measurement programs). Averages don’t tell you the full truth and can even be outright dangerous. To create meaningful experiences and traditions, go out and meet your customers. It’s all about people; in the end, they make up the numbers.
  1. Loyalty programs are for loyal customers, not the other way around. You can’t build loyalty among your customers by enrolling them in a loyalty program. Loyalty needs to be earned.

If you are creating a new loyalty program and would like to discuss your ideas, I would be happy to share my thoughts and ideas with you. You can reach out to me on Twitter: @rmukeshgupta.

Comments

Mukesh Gupta

About Mukesh Gupta

Mukesh Gupta previously held the role of Executive Liaison for the SAP User group in India. He worked as the bridge between the User group and SAP (Development, Consulting, Sales and product management).

10 Reasons Data Analytics Is Invaluable To Modern Marketing

Melissa Friedman

Marketers today understand that capturing the data that streams into their organization allows them to apply analytics to gain significant insight on ways to grow and improve their business. Here are 10 areas where data analytics plays a critical role for today’s marketing professional.

  1. Make strategic decisions: Accessibility to relevant data gives marketers the power to make accurate decisions to leverage business. Marketers use analytics to learn what causes a change in marketplace behavior and can quickly respond to meet demand.
  1. Understand customers: Analysis of buying behaviors helps marketers better understand marketing personas. This enables them to focus on the right customers and prospects – and capture them when they are actively looking for their products or services.
  1. Increase profits: Marketers use their understanding of marketplace demands to customize their products and services, making them more valuable to existing customers and better suited for potential customers − ultimately increasing profits.
  1. Reduce costs: By observing who responds to solicitations, marketers determine who is most likely to respond in the future. Targeting those who are likely to respond allows marketers to get more “bang for their buck” via higher response rates.
  1. Improve service: No one likes waiting around for service. Clever data analytics ensures that wait times are kept to a minimum. For example, a fast food business removes certain items from its display when lines are long, ensuring the fast service they are known for. 
  1. Gain loyalty: Data allows marketers to profile consumers in a far-reaching way so they can engage in one-on-one, real-time conversations with them. This is no longer a luxury. If marketers don’t treat consumers the way they want to be treated, the customers will leave for the competition.
  1. Predict behavior: Data analytics can predict and influence the future. Marketers can use historic data to extrapolate and make predictions about the future and take actions that impact further behavior.
  1. Create goals: Marketers must define clear, specific goals. This ensures they think strategically, measure progress, and move toward business needs. Analytics makes this an easy and efficient process. 
  1. Increase promotions: Analytics are key in helping marketers understand which promotion techniques work well for their business. For example, in-depth analysis of data metrics captured during consumer website visits can determine if those on the site are the ideal audience.
  1. Improve operations: Data lets marketers test different variations of designs to see how changes in lead times and performance, for example, could raise the efficiency of the production process.

Several years ago marketers would have gathered information, run analytics, and unearthed data that could be used for future decisions. Today they can identify insights for immediate decisions. The ability to work faster and stay agile gives marketers a competitive edge they didn’t have before.

Want to learn more ways to become a modern marketer? Read Top 10 Left-Brain Skills Marketers Need in 2016 or connect with me on Twitter.

Comments

Melissa Friedman

About Melissa Friedman

Melissa Friedman is a senior marketing manager of Global Partner Operations at SAP. She manages SAP Virtual Agency, a multi-language, online demand-generation platform for SAP partners. In her spare time, Melissa is a professional photographer who specializes in wedding, bar/bat mitzvah, and portrait photography. Follow Melissa on Twitter and LinkedIn, or view her photography work.

Shaping Consumer Buying Habits In A Post-Choice World

Shady Ghattas

Have you noticed how stressed-out many marketing professionals have become over the past few years?

Or, if you’re a marketer who’s been in the game for a while, have you reflected on how much more hectic and challenging your job has become since social media forced you to drink through the data firehose?

The explosion of Internet media has introduced more customer touch points than marketers can possibly keep up with. When TV, magazines, billboards, and the like were the only ways to be seen by consumers, it was manageable. Today, not a chance. CEOs are pushing CMOs harder and harder to prove the ROI of their marketing investments—something most marketers still struggle with.

At its core, the role of the marketer has always been about choice/rejection. Choose our brand, reject the competitor. Marketers target the “moments of truth” to achieve this. In the digital world, there are many more moments of truth to manage. Think of all the interactions on social media and how brands need to get defensive really quickly in some situations. In the past, marketers had a good idea of when those moments were, and they were largely in control during those moments.

While most marketers continue to grapple with these new realities of today, let’s look at how you’ll need to do marketing to be successful 5 to 10 years from now—and how you can start laying the foundations today so you don’t get caught unprepared again.

The next wave of marketing—which has already begun in some areas—will be based on automation. Automation will create a new paradigm for marketers, one where choice/rejection is removed from the equation. The digital age expanded the number of touch points for choice/rejection, whereas the automation age has the potential to eliminate them. The question becomes: “What is the role of the marketer if there is no opportunity to influence?”

Think for a second about Amazon Dash, a device that enables you to purchase products by simply pressing a button. Think about that smart fridge that might be in your kitchen a few years from now, ordering a new carton of milk for you when it recognizes that you’re running low. Imagine that each virtually mindless, purely habitual purchase you make is no longer even that – the possibility of you breaking the mold and choosing something new has gone from 1% to 0.1%. To marketers, that is a world of difference. Unilever is one company that seems to understand this thread, given its $1B acquisition of Dollar Shave Club.

When you no longer go into the store to select your brand of laundry detergent, how does a competing brand tempt you to choose their product instead? If a brand can no longer tempt you with an attractive promotion, superior product placement, better pricing or product (the traditional 4Ps of marketing), how does a marketer get you to switch to their brand?

The answer is the marketer can no longer be about just marketing. The marketer needs to become an expert on the entire customer experience.

The complete customer experience is in part about how the front office and the back office work together. If you press the Dash order button but your order never arrives or arrives late, that’s not a positive experience. If you order but your billing is out of whack, that’s not a positive experience either. The entire shopping experience, from ordering to receiving, must link together perfectly. Automation will provide an opportunity for brands that can offer a better overall experience to win in the market. Brands that get the automation piece right, integrate their front and back office, and offer that amazing customer experience will see their margins rise and the risk of losing customers fall significantly.

Ivey Business School marketing professor Niraj Dawar explains, “Spending billions to remind consumers to buy your brand will seem inordinately wasteful. Instead, advertising dollars will be redeployed to building relationships, challenging incumbents, increasing rates of consumption, and influencing algorithm designers and owners. Brand loyalty will be redefined, forcing marketers to differentiate much more clearly between mere repurchase and actual loyalty. Marketers of incumbent brands will need to ask whether the algorithm is “loyal” or the consumer is. For challengers, the critical question will be what they need to do to compel consumers to change the algorithm’s default settings.”

The companies that succeed in the digital age will not just get the customer experience right, they’ll also understand that it’s about the power of connecting the business and the brand at every node. With this comes an opportunity for emerging players to steal market share, but also an opportunity for incumbents to keep a firm grip on theirs.

Join SAP Hybris at The Gathering, an exclusive union of the world’s bravest brands, in Banff on February 22-24. You can also register for the online-only SAP Hybris LIVE: Digital Summit happening on March 8.

Comments

Shady Ghattas

About Shady Ghattas

Shady Ghattas is Customer Solution Director of SAP Hybris Canada (SAP). He is a digital transformation leader with a focus on customer experience from marketing to commerce.

3 Ways Robots Will Co-Evolve with Humans

Christopher Koch

Comments

Christopher Koch

About Christopher Koch

Christopher Koch is the Editorial Director of the SAP Center for Business Insight. He is an experienced publishing professional, researcher, editor, and writer in business, technology, and B2B marketing. Share your thoughts with Chris on Twitter @Ckochster.

Tags:

Donuts, Content Management and Information Governance

Ina Felsheim

I was on vacation for two weeks, which was awesome, and my girls mainly wanted to do two things:

I had my own list of projects, too. The big one was installing glass tile on the kitchen backsplash. (Grout everywhere. That’s all I’m saying.)

After two weeks of glorious holiday, I sat down to take stock. The old technical writer in me came creeping out, and I began to count how many sets of instructions we followed over the course of the two weeks—more than 15, definitely. And the amazing thing? They were all right. Every. Last. One. From proper application of fabric paint to proper frying temperature for homemade donuts, to putting together a shoe rack that came in 20 pieces.

I’m pretty sure this wouldn’t have happened five years ago. The difference comes from an increased awareness in the importance of great user assistance. Without successful “use,” who’s going to evangelize your product?

Information Governance: Part of a Larger Food Pyramid

In EIM, we have a well-seasoned group of information developers. They apply information governance principles every day:

  • Create a single source of master information (in this case, product step-by-step instructions)
  • Manage versioning of master information (as product updates happen)
  • Survey end-users of the information to gauge quality, freshness, and applicability of master information
  • Establish master information Responsible, Accountable, Consulted, or Informed (RACI) models for owners, reviewers, and informed stakeholders.

Sometimes, we group this knowledge management work into other categories, like content management. However, information governance needs to also be inclusive of these activities; otherwise, how can we be successful? No one can live on donuts alone!

Does your information governance program include content management? Do you have comments about the quality of EIM user assistance (online help, PDFs, printed documentation, etc.)?

Comments

Hans Thalbauer

About Hans Thalbauer

Hans Thalbauer is the Senior Vice President, Extended Supply Chain, at SAP. He is responsible for the strategic direction and the Go-To-Market of solutions for Supply Chain, Logistics, Engineering/R&D, Manufacturing, Asset Management and Sustainability at SAP.

Tags:

awareness

Donuts, Content Management and Information Governance

Ina Felsheim

I was on vacation for two weeks, which was awesome, and my girls mainly wanted to do two things:

I had my own list of projects, too. The big one was installing glass tile on the kitchen backsplash. (Grout everywhere. That’s all I’m saying.)

After two weeks of glorious holiday, I sat down to take stock. The old technical writer in me came creeping out, and I began to count how many sets of instructions we followed over the course of the two weeks—more than 15, definitely. And the amazing thing? They were all right. Every. Last. One. From proper application of fabric paint to proper frying temperature for homemade donuts, to putting together a shoe rack that came in 20 pieces.

I’m pretty sure this wouldn’t have happened five years ago. The difference comes from an increased awareness in the importance of great user assistance. Without successful “use,” who’s going to evangelize your product?

Information Governance: Part of a Larger Food Pyramid

In EIM, we have a well-seasoned group of information developers. They apply information governance principles every day:

  • Create a single source of master information (in this case, product step-by-step instructions)
  • Manage versioning of master information (as product updates happen)
  • Survey end-users of the information to gauge quality, freshness, and applicability of master information
  • Establish master information Responsible, Accountable, Consulted, or Informed (RACI) models for owners, reviewers, and informed stakeholders.

Sometimes, we group this knowledge management work into other categories, like content management. However, information governance needs to also be inclusive of these activities; otherwise, how can we be successful? No one can live on donuts alone!

Does your information governance program include content management? Do you have comments about the quality of EIM user assistance (online help, PDFs, printed documentation, etc.)?

Comments

Melissa Friedman

About Melissa Friedman

Melissa Friedman is a senior marketing manager of Global Partner Operations at SAP. She manages SAP Virtual Agency, a multi-language, online demand-generation platform for SAP partners. In her spare time, Melissa is a professional photographer who specializes in wedding, bar/bat mitzvah, and portrait photography. Follow Melissa on Twitter and LinkedIn, or view her photography work.

Tags:

awareness

Donuts, Content Management and Information Governance

Ina Felsheim

I was on vacation for two weeks, which was awesome, and my girls mainly wanted to do two things:

I had my own list of projects, too. The big one was installing glass tile on the kitchen backsplash. (Grout everywhere. That’s all I’m saying.)

After two weeks of glorious holiday, I sat down to take stock. The old technical writer in me came creeping out, and I began to count how many sets of instructions we followed over the course of the two weeks—more than 15, definitely. And the amazing thing? They were all right. Every. Last. One. From proper application of fabric paint to proper frying temperature for homemade donuts, to putting together a shoe rack that came in 20 pieces.

I’m pretty sure this wouldn’t have happened five years ago. The difference comes from an increased awareness in the importance of great user assistance. Without successful “use,” who’s going to evangelize your product?

Information Governance: Part of a Larger Food Pyramid

In EIM, we have a well-seasoned group of information developers. They apply information governance principles every day:

  • Create a single source of master information (in this case, product step-by-step instructions)
  • Manage versioning of master information (as product updates happen)
  • Survey end-users of the information to gauge quality, freshness, and applicability of master information
  • Establish master information Responsible, Accountable, Consulted, or Informed (RACI) models for owners, reviewers, and informed stakeholders.

Sometimes, we group this knowledge management work into other categories, like content management. However, information governance needs to also be inclusive of these activities; otherwise, how can we be successful? No one can live on donuts alone!

Does your information governance program include content management? Do you have comments about the quality of EIM user assistance (online help, PDFs, printed documentation, etc.)?

Comments

Adam Winfield

About Adam Winfield

Adam Winfield writes about technology, how it's affecting industries, how it's affecting businesses, and how it's affecting people.

Tags:

awareness

Donuts, Content Management and Information Governance

Ina Felsheim

I was on vacation for two weeks, which was awesome, and my girls mainly wanted to do two things:

I had my own list of projects, too. The big one was installing glass tile on the kitchen backsplash. (Grout everywhere. That’s all I’m saying.)

After two weeks of glorious holiday, I sat down to take stock. The old technical writer in me came creeping out, and I began to count how many sets of instructions we followed over the course of the two weeks—more than 15, definitely. And the amazing thing? They were all right. Every. Last. One. From proper application of fabric paint to proper frying temperature for homemade donuts, to putting together a shoe rack that came in 20 pieces.

I’m pretty sure this wouldn’t have happened five years ago. The difference comes from an increased awareness in the importance of great user assistance. Without successful “use,” who’s going to evangelize your product?

Information Governance: Part of a Larger Food Pyramid

In EIM, we have a well-seasoned group of information developers. They apply information governance principles every day:

  • Create a single source of master information (in this case, product step-by-step instructions)
  • Manage versioning of master information (as product updates happen)
  • Survey end-users of the information to gauge quality, freshness, and applicability of master information
  • Establish master information Responsible, Accountable, Consulted, or Informed (RACI) models for owners, reviewers, and informed stakeholders.

Sometimes, we group this knowledge management work into other categories, like content management. However, information governance needs to also be inclusive of these activities; otherwise, how can we be successful? No one can live on donuts alone!

Does your information governance program include content management? Do you have comments about the quality of EIM user assistance (online help, PDFs, printed documentation, etc.)?

Comments

Gavin Mooney

About Gavin Mooney

Gavin Mooney is a utilities industry solution specialist for SAP. From a background in Engineering and IT, Gavin has been working in the utilities industry with SAP products for nearly 15 years. He has had the privilege of working with a number of Electricity, Gas and Water Utilities across the globe to implement SAP’s Industry Solution for Utilities. He now works with utilities to help them identify the best way to run simple and run better with SAP's latest products. Gavin loves to network and build lasting business relationships and is passionate about cleantech and the fundamental transformation currently shaking up the utilities industry.

Tags:

awareness

Donuts, Content Management and Information Governance

Ina Felsheim

I was on vacation for two weeks, which was awesome, and my girls mainly wanted to do two things:

I had my own list of projects, too. The big one was installing glass tile on the kitchen backsplash. (Grout everywhere. That’s all I’m saying.)

After two weeks of glorious holiday, I sat down to take stock. The old technical writer in me came creeping out, and I began to count how many sets of instructions we followed over the course of the two weeks—more than 15, definitely. And the amazing thing? They were all right. Every. Last. One. From proper application of fabric paint to proper frying temperature for homemade donuts, to putting together a shoe rack that came in 20 pieces.

I’m pretty sure this wouldn’t have happened five years ago. The difference comes from an increased awareness in the importance of great user assistance. Without successful “use,” who’s going to evangelize your product?

Information Governance: Part of a Larger Food Pyramid

In EIM, we have a well-seasoned group of information developers. They apply information governance principles every day:

  • Create a single source of master information (in this case, product step-by-step instructions)
  • Manage versioning of master information (as product updates happen)
  • Survey end-users of the information to gauge quality, freshness, and applicability of master information
  • Establish master information Responsible, Accountable, Consulted, or Informed (RACI) models for owners, reviewers, and informed stakeholders.

Sometimes, we group this knowledge management work into other categories, like content management. However, information governance needs to also be inclusive of these activities; otherwise, how can we be successful? No one can live on donuts alone!

Does your information governance program include content management? Do you have comments about the quality of EIM user assistance (online help, PDFs, printed documentation, etc.)?

Comments

Kris Hansen

About Kris Hansen

Kris Hansen is senior principal, Financial Services for SAP Canada. He is focused on understanding the financial services industry and identifying new and interesting digital opportunities that create disruptive business value.

Tags:

awareness

Donuts, Content Management and Information Governance

Ina Felsheim

I was on vacation for two weeks, which was awesome, and my girls mainly wanted to do two things:

I had my own list of projects, too. The big one was installing glass tile on the kitchen backsplash. (Grout everywhere. That’s all I’m saying.)

After two weeks of glorious holiday, I sat down to take stock. The old technical writer in me came creeping out, and I began to count how many sets of instructions we followed over the course of the two weeks—more than 15, definitely. And the amazing thing? They were all right. Every. Last. One. From proper application of fabric paint to proper frying temperature for homemade donuts, to putting together a shoe rack that came in 20 pieces.

I’m pretty sure this wouldn’t have happened five years ago. The difference comes from an increased awareness in the importance of great user assistance. Without successful “use,” who’s going to evangelize your product?

Information Governance: Part of a Larger Food Pyramid

In EIM, we have a well-seasoned group of information developers. They apply information governance principles every day:

  • Create a single source of master information (in this case, product step-by-step instructions)
  • Manage versioning of master information (as product updates happen)
  • Survey end-users of the information to gauge quality, freshness, and applicability of master information
  • Establish master information Responsible, Accountable, Consulted, or Informed (RACI) models for owners, reviewers, and informed stakeholders.

Sometimes, we group this knowledge management work into other categories, like content management. However, information governance needs to also be inclusive of these activities; otherwise, how can we be successful? No one can live on donuts alone!

Does your information governance program include content management? Do you have comments about the quality of EIM user assistance (online help, PDFs, printed documentation, etc.)?

Comments

Wilson Zhu

About Wilson Zhu

Wilson Zhu is a Marketing Manager at SAP. He focuses on the topic of Digital Supply Chain and IoT. Follow him on Twitter: @thezhu.

Tags:

awareness

Donuts, Content Management and Information Governance

Ina Felsheim

I was on vacation for two weeks, which was awesome, and my girls mainly wanted to do two things:

I had my own list of projects, too. The big one was installing glass tile on the kitchen backsplash. (Grout everywhere. That’s all I’m saying.)

After two weeks of glorious holiday, I sat down to take stock. The old technical writer in me came creeping out, and I began to count how many sets of instructions we followed over the course of the two weeks—more than 15, definitely. And the amazing thing? They were all right. Every. Last. One. From proper application of fabric paint to proper frying temperature for homemade donuts, to putting together a shoe rack that came in 20 pieces.

I’m pretty sure this wouldn’t have happened five years ago. The difference comes from an increased awareness in the importance of great user assistance. Without successful “use,” who’s going to evangelize your product?

Information Governance: Part of a Larger Food Pyramid

In EIM, we have a well-seasoned group of information developers. They apply information governance principles every day:

  • Create a single source of master information (in this case, product step-by-step instructions)
  • Manage versioning of master information (as product updates happen)
  • Survey end-users of the information to gauge quality, freshness, and applicability of master information
  • Establish master information Responsible, Accountable, Consulted, or Informed (RACI) models for owners, reviewers, and informed stakeholders.

Sometimes, we group this knowledge management work into other categories, like content management. However, information governance needs to also be inclusive of these activities; otherwise, how can we be successful? No one can live on donuts alone!

Does your information governance program include content management? Do you have comments about the quality of EIM user assistance (online help, PDFs, printed documentation, etc.)?

Comments

Roger Noia

About Roger Noia

Roger Noia is the director of Solution Marketing, SAP Jam Collaboration, at SAP. He is responsible for product marketing and sales enablement for our dedicated sales team as well as the broader SAP sales force selling SAP Jam.

Tags:

awareness

Donuts, Content Management and Information Governance

Ina Felsheim

I was on vacation for two weeks, which was awesome, and my girls mainly wanted to do two things:

I had my own list of projects, too. The big one was installing glass tile on the kitchen backsplash. (Grout everywhere. That’s all I’m saying.)

After two weeks of glorious holiday, I sat down to take stock. The old technical writer in me came creeping out, and I began to count how many sets of instructions we followed over the course of the two weeks—more than 15, definitely. And the amazing thing? They were all right. Every. Last. One. From proper application of fabric paint to proper frying temperature for homemade donuts, to putting together a shoe rack that came in 20 pieces.

I’m pretty sure this wouldn’t have happened five years ago. The difference comes from an increased awareness in the importance of great user assistance. Without successful “use,” who’s going to evangelize your product?

Information Governance: Part of a Larger Food Pyramid

In EIM, we have a well-seasoned group of information developers. They apply information governance principles every day:

  • Create a single source of master information (in this case, product step-by-step instructions)
  • Manage versioning of master information (as product updates happen)
  • Survey end-users of the information to gauge quality, freshness, and applicability of master information
  • Establish master information Responsible, Accountable, Consulted, or Informed (RACI) models for owners, reviewers, and informed stakeholders.

Sometimes, we group this knowledge management work into other categories, like content management. However, information governance needs to also be inclusive of these activities; otherwise, how can we be successful? No one can live on donuts alone!

Does your information governance program include content management? Do you have comments about the quality of EIM user assistance (online help, PDFs, printed documentation, etc.)?

Comments

Tags:

awareness

Donuts, Content Management and Information Governance

Ina Felsheim

I was on vacation for two weeks, which was awesome, and my girls mainly wanted to do two things:

I had my own list of projects, too. The big one was installing glass tile on the kitchen backsplash. (Grout everywhere. That’s all I’m saying.)

After two weeks of glorious holiday, I sat down to take stock. The old technical writer in me came creeping out, and I began to count how many sets of instructions we followed over the course of the two weeks—more than 15, definitely. And the amazing thing? They were all right. Every. Last. One. From proper application of fabric paint to proper frying temperature for homemade donuts, to putting together a shoe rack that came in 20 pieces.

I’m pretty sure this wouldn’t have happened five years ago. The difference comes from an increased awareness in the importance of great user assistance. Without successful “use,” who’s going to evangelize your product?

Information Governance: Part of a Larger Food Pyramid

In EIM, we have a well-seasoned group of information developers. They apply information governance principles every day:

  • Create a single source of master information (in this case, product step-by-step instructions)
  • Manage versioning of master information (as product updates happen)
  • Survey end-users of the information to gauge quality, freshness, and applicability of master information
  • Establish master information Responsible, Accountable, Consulted, or Informed (RACI) models for owners, reviewers, and informed stakeholders.

Sometimes, we group this knowledge management work into other categories, like content management. However, information governance needs to also be inclusive of these activities; otherwise, how can we be successful? No one can live on donuts alone!

Does your information governance program include content management? Do you have comments about the quality of EIM user assistance (online help, PDFs, printed documentation, etc.)?

Comments

Tags:

awareness

Donuts, Content Management and Information Governance

Ina Felsheim

I was on vacation for two weeks, which was awesome, and my girls mainly wanted to do two things:

I had my own list of projects, too. The big one was installing glass tile on the kitchen backsplash. (Grout everywhere. That’s all I’m saying.)

After two weeks of glorious holiday, I sat down to take stock. The old technical writer in me came creeping out, and I began to count how many sets of instructions we followed over the course of the two weeks—more than 15, definitely. And the amazing thing? They were all right. Every. Last. One. From proper application of fabric paint to proper frying temperature for homemade donuts, to putting together a shoe rack that came in 20 pieces.

I’m pretty sure this wouldn’t have happened five years ago. The difference comes from an increased awareness in the importance of great user assistance. Without successful “use,” who’s going to evangelize your product?

Information Governance: Part of a Larger Food Pyramid

In EIM, we have a well-seasoned group of information developers. They apply information governance principles every day:

  • Create a single source of master information (in this case, product step-by-step instructions)
  • Manage versioning of master information (as product updates happen)
  • Survey end-users of the information to gauge quality, freshness, and applicability of master information
  • Establish master information Responsible, Accountable, Consulted, or Informed (RACI) models for owners, reviewers, and informed stakeholders.

Sometimes, we group this knowledge management work into other categories, like content management. However, information governance needs to also be inclusive of these activities; otherwise, how can we be successful? No one can live on donuts alone!

Does your information governance program include content management? Do you have comments about the quality of EIM user assistance (online help, PDFs, printed documentation, etc.)?

Comments

Drew Schiller

About Drew Schiller

Drew Schiller co-founded and serves as the Chief Executive Officer of Validic, the leading digital health platform for connecting patient-generated data from apps, wearables, and in-home medical devices to the healthcare system. At Validic, Drew leads the corporate strategy, drives key day-to-day initiatives, and works closely with senior executives at partner organizations to stay ahead of the innovation curve.

Tags:

awareness