October 30, 2012
Secure Information Exchange Enables Viable Web Development
By Susan J. Campbell
TMCnet Contributing Editor
Web content management (WCM) technologies have followed the same pattern of growth of the Internet; without WCM, Internet users’ experience with the Web would be significantly different. With millions of users accessing Web pages of popular sites, WCM is used to enable contributors to add content through secure information exchange while also enabling management of the site at many levels – from creation to delivery.
Administrators knew that as the Internet grew, so too did the need for a new management platform. According to this OpenText blog
, Web Experience Management (WEM) was developed to not only offer the management capabilities of the WCM, but also to allow administrators
to manage their website content in the publishing process.
This process also gives more management control to social media integration, which has proven to be a valuable source of customer contact.Now, in one central location
, WCM, as well as portal, personalization and social media integration occurs under WEM. It’s also referred to as a “cross channel” platform. WEM allows secure information exchange and gives administrators the ability to control the company branding while and staying on track with its message and marketing.
OpenText, a leader in enterprise information management
, focuses on the drivers that lead to business productivity and better security through a secure information exchange. OpenText has what they refer to as Customer Experience Management (CEM), which is a group of technologies that bring new markets to companies through top-notch processes through many channels.
CEM involves WEM, and utilizes technologies that make it easier to integrate Web development solutions with the various content analytics and business intelligence that a company uses to promote and distribute its brand. With the use of WCM, WEM, management of content lifecycle, content analytics and business intelligence, the CEM brings a comprehensive solution to the table.
Employees at every level need the best information they can get about the various business practices they use to make the best decisions. The various technologies used in CEM including secure information exchange, give employees the insight they need to make quick decisions.
Tying this all together allows the expectations of the customer to be met and exceeded. CEM helps to influence customers, increase revenue and improve the overall relationship between the customer and the brand. CEM also gives companies the analytics to interpret the data, which helps in understanding user behavior and measure KPI.
In all, secure information exchange adds a layer of security to the CEM process, allowing valuable data to be shared with those who need to see it and no one else.
Edited by Allison Boccamazzo