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Content Centricity ‘18 Combines Content, CX, and AI for Increased Efficiency

David Klempke, PMP

As IWCO Direct continues its strategic evolution toward true omnichannel direct marketing, it’s critically important that we leverage our services, solution development capabilities, and corresponding technology that position us to meet clients’ strategic marketing needs today and well into the future.

One of those technologies, the Messagepoint Customer Communications Management (CCM) platform, fulfills that need by enabling our clients’ business users to directly participate and collaborate in the creation and delivery of messaging, regardless of channel. Because Messagepoint seamlessly integrates with our production and delivery platforms, it can significantly improve the development cycle while reducing workflow risk.

I just returned from the 2018 Content Centricity conference in Toronto, which brought together existing Messagepoint users with authorized service providers to engage in a collaborative experience of understanding innovative practices, discuss new workflow/platform features, and craft a roadmap for continuous evolution of the platform. With the conversations we joined at Content Centricity, we’re able to more quickly adapt the platform’s new capabilities to client solutions. As an authorized production partner, IWCO Direct is also afforded a unique opportunity to provide insight to organizations challenged with creating an efficient workflow, from creative ideation through production delivery.

Customer Experience and the Customer Journey are an Opportunity to Differentiate

Content Centricity 2018 included sessions discussing several exciting developments that will have an immediate impact on our customer communications going forward. From a philosophical standpoint, continued emphasis on balancing communication messaging and content that looks through the lens of the customer experience will become increasingly critical, as will creating campaigns that effectively use omnichannel coordination.

For example, Messagepoint now integrates comprehensive artificial intelligence to streamline content onboarding, reduce duplication, and decrease redundancy. This not only provides a more effective onboarding experience, but also assists in initial discovery by consolidating legacy communication pieces and inputs to promote content management efficiency.

Strategically, Content Centricity’s sessions emphasized the fact that continued simplification of the customer experience and journey need to be a critical focus for organizations that want to differentiate themselves in the market. By simplifying content management and offering connectivity to other platforms, Robust Customer Communications Management (CCM) tools like Messagepoint support that mission.

Operationally, the most significant continuing market trend we saw at Content Centricity is the need to use multi- and omnichannel communication strategies to connect with customers more effectively. Equally important is designing platforms that focus on customer experience—not just messaging.

The Bottom Line on Content Centricity 2018

Messagepoint continues to raise the bar in ensuring the value of their annual conferences by educating their clients on market trends and how the platform will support the needs those trends create. At IWCO Direct, we’ve already been able to apply this learning to enhance our ability to support clients.

IWCO Direct is well positioned as we continue to evolve solutions that meet client expectations, which expand with every new strategy and channel. As evidenced at this year’s Content Centricity, the enhanced capabilities of the Messagepoint platform will more easily support cross-platform integration, simplification of intelligence-based client onboarding, and better automated workflow processes—all of which mean increased benefits to our current and prospective clients.

link https://www.iwco.com/blog/2018/06/20/content-centricity-2018-recap/
David Klempke, PMP


David Klempke, PMP

As Director, Project Management Office, Dave works with his team to help develop strategic business solutions for our clients to achieve results that exceed expectations. He has a BA and an MBA from Augsburg University, along with a Project Management Professional Certification from the Project Management Institute. Dave is a college instructor, avid kayaker, traveler, lifelong learner, and sports enthusiast with moderate expectations. (Minnesota will do that to you.)

More Posts by David


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