Ensuring the delivery & maintenance of an effective customer experience application through AEM

An effectively built AEM application can improve the revenue of a site remarkably. Some times it is seen that sites are delivered once, and not many improvements done later on or abandoned completely.

Right team mix for improving the application
Combining the Targeting team and the analytic team, an AEM site performance can be improved. The data/insight can be converted to make the site more powerful. To do this we have to have a vision for improvement.

Digital Strategy/Vision
Ensuring effective targeted results, personalized experiences can be a good way to define the strategy. A right mix of various teams like service, sales and then enabling them for digital activation & engagement found most helpful in various scenarios. You need to be Agile - Think big, start small, acting fast.

How do we create a world-class digital application? How do we mix the things in the right blend?

1. Aim of maximizing search efficiency utilizing the tools like test & targeting - for a better user search and engagement.
2. Commercial focus - Study the trend and incorporate into the application.
3. Cross channel integration - Integrate with all possible channels.
4. Customer focus - Utilize test & target to improve content/ right content, improve application context.
5. Data & insights driven - Run your tests based on data for the different campaigns, different segments, different audiences, different devices, locations on different devices.
6. Continuous improvement - Continuous testing in 'multiple onsite locations with various experiences'; possibly in-person testing. Try out various campaigns, promotions, etc.
7. Optimize - Engage users(internal, external) in surveys and capture the data for further improvements - optimize.
8. Geo-location Consideration - serve the user based on his Geo, language and right content.
9. Use tool based improvement: machine-based learning, automation, etc There are some ways to achieve continuous improvement and optimization.

Targeting

• On various Geolocation, languages
• On various device types
• Various products like a desktop app, mobile app, promotions, etc.
• Search - combine the test and target approach

Testing

• Creative - Effective UI testing
• Promotion & offers - Geolocation/ user-specific based validations
• Layouts - on desktop, mobile, etc.
• Segments - User segments
• CTA's - Each and every CTA's