Information Development World 2015
 

Keynote: Us or Them? Who Wins the Customer Experience Tug of War

Friday, October 2 — 8:45am-9:30am

Lisa Welchman
President, Digital Governance Solutions
ActiveStandards

So, you say you want your customers to have an exceptional experience with your brand? Are you willing to pay the price? For a lot of organizations the answer is no. Despite all we talk about customer experience, we still want to keep the same work experience for ourselves. That means hoarding customer information and data in business silos in order to compete with neighboring business units; thinking about content as “our” content and “their” content. And, shamelessly participating in power struggles between Marketing, IT, and business units. Power struggles that manifest on websites and other digital channels as a disintegrated customer experience.

In truth, you haven’t made the decision to change the way you do business internally, so your customers take the hit. Silo’d and debating business factions lead to a silo’d disintegrated experience. That’s probably not good for the bottom line either. You can change. And, it’s not as hard as you think.

Join Lisa Welchman as she describes how to enhance teamwork around digital channels through effective governance. Lisa will discuss the collaboration challenges inherent in creating an effective online presence. She will reveal:
  • How to govern and still be agile
  • Steps for integrating your digital silo with the rest of your organization
  • Strategies for creating positive, healthy internal competition that serves both the customer and the business

 

About

In her 20-year career, Lisa Welchman has paved the way in the discipline of digital governance, helping organizations stabilize their complex, multi-stakeholder digital operations. Lisa’s thought leadership focuses on interpreting how the growth of digital impacts organizations, as well as the maturation of digital as a distinct vocational discipline in the enterprise. Currently, Lisa is president of Digital Governance Solutions at ActiveStandards. Lisa began her career in digital in Silicon Valley at Netscape and Cisco Systems before establishing website management consultancy WelchmanPierpoint, which was acquired by ActiveStandards in 2014. Lisa speaks globally on issues related to digital governance, the rise of the Information Age and the role of the information worker.