Omnichannel Conference 2019 Sessions

Adaptive content modelling for omnichannel delivery

Session leader(s):
Noz Urbina

One of today’s most daunting content delivery challenges is adapting your message for personalised, even context-specific distribution, on a diverse array of target devices and channels. This session will teach a proven methodology to analyse, enrich and structure your content to help authors create omnichannel, personalisation and automation-ready content. Content modelling is the backbone of an omnichannel content strategy. This session will show you how it’s done, and connect the dots between personalisation, semantic content, content reuse, responsive design, omnichannel and multichannel delivery and user experience.

Single-source, omnichannel content – also known as “Single source of truth” or “CODA (create once, deliver anywhere)” content – is no longer a pipe dream, it’s an imperative. Companies of all sizes are looking for content that can be personalised and then delivered to the browser, available for reuse, and accessible in apps, kiosks, responsive mobile deliverables, eBooks and syndication services to our partners – even in wearable technologies. All this should improve the experience of users, and of course, benefit the organisations that serve them. Adaptive content unifies all these concepts and makes such a paradigm possible.

This practical session will show you why you want and need to have adaptive content structures to optimise user experience today. Its hands-on introductory exercises will help you model your own content in a future-proof way.

B2B omnichannel: A look at Cisco’s marketing evolution

Session leader(s):
Jennifer Hooks, Lucas Betés

Many organisations look to their technology stack to deliver an omnichannel customer experience. In reality, technology can’t do it alone. You also need the people and the processes to make it happen. This session will feature practical stories from a global B2B marketing organisation with omnichannel aspirations, and get you thinking about how to evolve your marketing strategies to deliver compelling, personalized experiences for your customers.

Beyond the screen

User-centred psychology and new ideas in experience design

Session leader(s):
Jessica Cameron, Abi Reynolds

To create engaging and effective digital experiences, it helps to have a solid understanding of user-centred psychology. By taking advantage of people’s perceptual tendencies, cognitive biases, and very human susceptibilities to emotional experience and social influence, designers and content professionals have proven able to create compelling, even addictive, screen-based experiences.

But now we are entering a new frontier. Our digital interactions have been primarily visual, but we are now moving towards a more holistic experience – one that encompasses conversational UIs, the Internet of Things and wearable tech. How can an understanding of key psychological principles help us design effectively for these new opportunities?

In this session, we will give attendees an introduction to user-centred psychology, identifying and explaining the ideas and research findings that help designers create effective desktop and mobile experiences. We will then move beyond the screen, and explore the challenges and opportunities presented by new interfaces. Throughout, we will remind ourselves that while technology changes rapidly, human needs do not.

We will use the travel industry as a case study, and consider how providers currently use principles of perception, emotion, social influence, and behavioural economics to create engaging and persuasive screen-based experiences. We will then look at what is available in terms of new technologies and how these could be applied to travel. Using the psychological principles discussed throughout the session, we will work in groups to identify gaps and then come up with creative solutions that take advantage of the possibilities offered by new technologies and interfaces (e.g., voice, wearable tech).

Building a bridge between the customer and engineering

Session leader(s):
Rhyne Armstrong

By design, engineering teams are isolated from direct customer contact. Teams such as User Experience, Product Management, and Customer Success act as barriers, deciding what information travels between these two disparate entities. Since each of these teams have their own duties, responsibilities, and measures of success, the message to and from rarely has the complete picture necessary for the engineering team to be the true problem solvers they should be.

In this session, we will discuss how Cisco Stealthwatch is using a new team called "Pioneers" to build a bridge between customers and engineers, without cutting out the important and necessary input from partner business units.

Content Intelligence – the foundation for Enterprise B2B Marketing

Session leader(s):
Andrew Davies

Enterprise marketers face a multi-dimensional problem - they are tasked with promoting hundreds of products & services, to many target industries & customer personas, using thousands of potential content or message options, across various channels. Since the buying journey has moved online, content is the vehicle for the customer decision process, yet the complexity of managing that content to deliver relevant experiences is overwhelming.

The first challenge is to analyse and structure the content ecosystem from multiple CMSs, and only then can marketers start building efficient approaches to personalization, sales enablement, lead generation and segmentation. Using case studies from clients including Intel, Fitch Group, Platts and AllianceBernstein, Andrew will explore the challenges and opportunities facing enterprise B2B marketers, and how they can build a path to generate business value.

Creating adaptive medical responses to health care professionals questions

Session leader(s):
Cecil Lee

Today’s health care professionals have many ways to seek information on medical and pharmaceutical knowledge through multiple channels from calling a peer to self-serve information in dedicated medical tools.   As a pharmaceutical provider company, we are constantly challenged to provide consistent and timely information in all these preferred channels.  This leads to our journey to be able to create well-modelled adaptive content which is an innovative way to create content once and reuse everywhere.

In this session, we will explore Lilly Medical Information organisation’s adaptive content journey including best practices and challenges, transforming people, process and technologies.

Customer loyalty in the Digital Age

Session leader(s):
Rob Punselie, Ellen Altenburg

This workshop will teach participants the key points of the book ‘Customer Loyalty in a Digital Age’ (‘Trouwe klanten bestaan wél’, Van Duuren Media 2019) and through practical exercises, start them on the road to developing a Job Canvas. 

In ‘Customer Loyalty in a Digital Age’, the tools of design thinking, the concepts of content marketing, and the Jobs to be Done framework of innovation are combined in one issue: customers' real problems. Business owners and marketers get crystal clear insights and priorities for their budgets and platforms. This focus ultimately delivers loyal customers. The ultimate goal is a close relationship of your customers with your brand: Customer Friendship.

The Job Canvas, which has been used in digital projects for the past 6 years, helps multidisciplinary teams delivering real value to customers. It can also be described as the perfect sprint 0 – it provides the groundwork for prioritising the backlog in agile development cycles. 

Customer loyalty in the Digital Age

Customer loyalty in the Digital Age - Examples and Lessons Learned

Session leader(s):
Rob Punselie, Ellen Altenburg

This session demonstrates the insights and key points of the book ‘Customer Loyalty in a Digital Age’ (‘Trouwe klanten bestaan wél’, Van Duuren Media 2019). In the book the tools of design thinking, the concepts of content marketing, and the Jobs to be Done framework of innovation are combined in one issue: customers' real problems. Business owners and marketers get crystal clear insights and priorities for their budgets and platforms.


This focus ultimately delivers loyal customers. Practical cases and examples demonstrate these key points.


Designing connected content

Session leader(s):
Mike Atherton

With digital content published across more channels than ever before, how can you make yours easy to find, use and share? This session asks you to think about the things your audience really cares about, and shows you how to create a richly-linked content structure to maximise your investment and make content available everywhere.

Driving omnichannel transformation

Session leader(s):
Marie Girard

Bringing the organisational changes required to roll out an omnichannel strategy can be a complex mess to handle. Developing a shared vision, shifting mindsets, establishing the right level of standards and processes - these are the challenges we will address through collaborative group activities.

Evolve your content strategy with a customer-centric operating model

Session leader(s):
Ed Breault

Enterprise organizations are now striving to deliver consistent omnichannel experiences across their various industries, regions, target personas, and social networks. But is any of this content actually resonating with their customers?

Reaching customers across various touchpoints with messages they actually need requires organizations to evolve all their campaigns and content to be more customer-centric. In this session, we will explore solutions and strategies for how you can easily manage such a new operating model across your entire content lifecycle.

Governance frameworks for omnichannel

Session leader(s):
Lisa Welchman

On paper, it looks easy, beautiful even—using a core of information, a single source of the truth, to feed many systems, processes, and content channels. Produce once and use many times. Publish to websites, populate online catalogue transactions, feed a CRM, support supply chain efficiency, provide content for digital signage on an enterprise or university campus. But, deploying an omnichannel user experience is much easier to conceptualize than to implement.

Join Lisa Welchman as she discusses how organisations can create governing frameworks and work habits that allow them to tap into the power of an omnichannel experience. She’ll talk about why organizations are not able to support a unified approach to information management and delivery and outline steps that can take to improve human relationships and promote better collaboration for digital workers.

Harnessing true enterprise knowledge

Session leader(s):
Joe Hilger, Zach Wahl

Organizations are increasingly realizing the massive improvements in productivity, learning, and end user satisfaction that may be derived by effective Knowledge Management systems. Too frequently, however, these KM systems aren’t designed with the end user in mind, or aren’t built to be sustained and improved over the long-term. This presentation will provide an agile guide to building, maintaining, and measuring the effectiveness of KM systems.

The presentation will leverage the story of the Common Learning Portal, an enterprise KM system within the U.S. National Park Service (NPS) to portray the recommendations involved. Via this example, the presentation will cover topics including taxonomy and tagging, content cleanup and governance, user-centered design, gamification/badging, and social content development and moderation.

Increase trust and engagement with omnichannel strategies

Session leader(s):
Marli Mesibov

The customer's always right, and the customer no longer trusts your brand. Increasingly, consumers seek out second and third opinions on everything from doctor's opinions to marketing statements. In fact, the Edelman Trust Barometer found that 2017 showed the sharpest decrease in trust since they began the measurements in 2012! To win back consumer trust and get them to engage with your brand, it's time for a new, consumer-centric approach.

In this talk we'll look at examples of multi-channel strategies including unbranded apps, organizational partnerships, and brands shifting from "expert advisor" to "connector and facilitator." In this session, we'll explore how to select appropriate channels, build a customer journey, and ultimately measure engagement across channels.

It’s never the content. It’s always the content

Managing omnichannel project risk

Session leader(s):
Rahel Anne Bailie

This presentation examines the lessons learned from a highly successful, yet dismally disastrous, omnichannel project for a Fortune 500 company. The need for personalised content across multiple audiences, countries, markets, languages, and output channels had the makings of a model omnichannel project. The environment was right: the staff were in enough operational pain to be highly motivated, and the company set up a project team with the mandate to “make it happen”.

So what went wrong, and what can we learn from it? We are hard-wired to learn from cautionary tales: things gone wrong, rather than best practices. Rahel Anne Bailie walks us through the project highs and lows, pointing out the potential failure points, and offers the wisdom of hindsight on how to overcome them.

Journey Mapping Across Channels

Session leader(s):
Marli Mesibov

34% of people use the internet predominantly from their mobile phones, and since April 2015 Google has penalized sites that aren’t mobile-friendly. But the choice isn’t as simple as mobile or desktop. Many users switch devices mid-task, making it vital that we create consistency across devices and channels. Truly user-centered design is omnichannel - and to make that a reality, we need to understand the journey our audience takes.

What is the journey? It's everything we're designing and strategizing. It’s a series of steps, punctuated with interactions or touch points) between your audience and your organization. The journey provides context, structure, and a frame of reference for the user experience. Creating a comprehensive journey map is thus a necessary step in identifying opportunities to engage the target audience and designing an omnichannel experience.

Keep cool and embrace omnichannel transformation

Session leader(s):
Marie Girard

More channels. More formats. More content. More tools. More stakeholders. More customers. More connections between all of these. Omnichannel is a complex mess to handle, with growing expectations for customer experience to drive business and a faster pace of change. With that complexity, it becomes harder and harder to control the steps towards a more holistic way of delivering of an experience across channels.

In this experiential session on changing mindsets and building vision while embracing complexity, we'll explore examples from omnichannel approaches to an IBM software line, and come out with a fresh mind and some tools for making the change happen.

Mastering microcontent

Omnichannel requires content optimised for user intent

Session leader(s):
Rob Hanna

It isn't enough to deliver the right content to the right people at the right time. Your customers don't just need pages anymore, they need answers. The move to chatbots and voice user-interfaces will change how we deliver content that allows users to seamlessly shift modalities between seeking answers and exploring content. You still have to maintain traditional publishing channels while serving the needs of emerging channels. It only makes sense to do it from the same source of content.

For new voice-based channels, your content needs to be concise and aligned with specific user questions, while still feeling natural when being read on a screen and read out in text-to-speech. This means each piece of content needs to be carefully written with a specific intended user response.

Learn more about how you can transform your content using microcontent to not only enable emerging technologies but also make your traditional channels richer and far easier to use. We cannot wait for new disruptive technologies to land on our desktop to start rethinking our content. Making content easier to use for machines will vastly improve the accessibility of your content for human consumers in every way.

Move over millennials, Gen Z is Here!

Session leader(s):
Ashira Prossack

Gen Z adds another dynamic to the mix of an already multi-generational consumer Base. More demanding than their Millennial peers, Gen Z expects a lot from companies.

They want mobile optimized everything and won’t even consider a brand who doesn’t have a strong digital presence. They live their lives on their phones, so you have to connect with them where they are. This generation is set to make a huge impact - make sure your company is ready!


Noz´s Congility Workshop 2014

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Session leader(s):
Noz Urbina

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Omnichannel content at ING

Session leader(s):
Erwin Veth

In this case study session, you will get an insight into ING's Domestic Bank (NL) omnichannel experience strategy and digital content strategy. As well, you'll see how they implemented that strategy into day-to-day operations. ING is well known for being a front-runner in implementing the Agile Way of Work without compromise.

Omnichannel content in the wilds of the enterprise

Session leader(s):
Ryan Skinner

Big businesses have a habit of making circuitous journeys towards new and valuable initiatives - so it is with omnichannel content! In talking to enterprise leaders in both technical and line of business positions and their consulting and agency partners, I've seen many of the ways omnichannel content is addressed. In this talk, I'll share what I've seen, in the hopes of equipping those in enterprises (and the partners that serve them) to make quicker progress.

Omnichannel Customer Journey Map and your product metrics

Session leader(s):
Nikita Efimov, Yuri Vedenin

It can take a long time from multi-channel interaction to the omni-channel world. You should always track your every step, every activity, and measure every effect of each change you make.

Customer Journey Map can help you not only to see your customer interactions through all channels, but to serve as a great dashboard that will allow you to track your key metrics. It will also allow you to see, whether you are still on track with your goals and overall direction.

Omnichannel storytelling from the trenches

How to keep your story straight and not lose your mind

Session leader(s):
Bouke Vlierhuis

How does the omnichannel mindset apply to the B2B services industry? Much of what you hear and read on omnichannel strategy and execution relates to B2C and retail. But with the vast amount of channels available, B2B service providers also need a holistic approach to content and content marketing.

Avoiding the overly theoretical, this session will be full of anecdotes that show how continuous learning, experimentation and occasional screw-ups work to develop your corporate story and improve your omnichannel process on a day-to-day basis.

One, done and won: A revolutionary approach to semantic interoperability

Session leader(s):
John O'Gorman

In this session, John will outline the design principles that lead to the development of an enterprise information management approach that covers the entire range of information artifacts, from terminology to interactive maps. He starts by making a case for the practical separation of information and data, tracking the history of observations in the physical world recorded as pictograms, to language development, writing, mathematics, science and finally digital data management.

He then follows up by making a case for the universality of classes of communication and how those classes are leveraged in end-to-end information management in the enterprise by demonstrating an elegant way to improve all aspects of the information experience, from faceted search, to content reuse, data governance and finally out to business intelligence using the same 'geometry'.

Opening address: Welcome back!

Session leader(s):
Noz Urbina

After a day of discussion, sharing, and learning, Noz will re-open the sessions with a look at the future. How can we best take what we're doing and apply it in the immediate, medium, and long term?

Opening address: Welcome!

Session leader(s):
Noz Urbina

Noz Urbina opens the inaugural OmnichannelX conference. He'll discuss the market trends, project experiences, and the vision for the future that led to the event being founded. He'll also cover what to expect over the following two days, and lay down some fundamental language and concepts to help attendees get the most out of their participation.

Solving the global content challenge

Session leader(s):
Jonathan Whiteside

It’s becoming increasingly challenging for organisations to manage the growing volume of digital content across multiple brands, markets and territories. It’s paramount that organisations develop an effective digital supply chain, where the people, processes and technologies work together to enable teams to maximise the limited resources available to them.

A Global Content Operating Model (GCOM) can define processes and technology frameworks that support your entire content supply chain. It can make the delivery of digital channels and campaigns faster, with less IT-overhead and cost.

Structured content authoring demystified

An approach for all

Session leader(s):
Jan Benedictus

Structured content, semantic tagging, separate content from layout. If you work in government, science, publishing, financial services, life sciences, aviation, or any other sector, chances are high that you will be asked to migrate to structured content authoring one day.

In this session, we are briefly touching what the arguments are to favour structured content over Word or HTML documents. We are also touching on the subject of semantic tagging: what does it mean to enrich with semantic information.

But we don't stay at the conceptual level. We will be getting practical. Which concepts do you need to understand to create structured content? How do you avoid having to learn a complex XML standard? Can you still use MSWord? How about existing documents?

Support and respect

Designing omnichannel experiences together

Session leader(s):
Francis Rowland

In this session, I'd like to tell you a little story of some of the work we've done in collaboration with Mind, the UK's largest mental health charity.

As Sigma and Mind have worked together over the last year-and-half, our relationship has developed, and so has our mutual understanding of how to design for people's omnichannel experience of Mind, whether they are people seeking help and advice, donors, or fundraisers.

I'll tell you how we started off with what was, to all intents and purposes, a website design project, and how that can now grow into the integration of other channels - the other ways in which Mind helps people, every day.

I'll also tell you about who was involved, and how we worked together, in an effort to reinforce the fact that today's work relies on great work from cross-disciplinary teams.

The GDPR meets omnichannel

Trainwreck or golden opportunity?

Session leader(s):
Tim Walters

The EU's GDPR hogs all of the headlines, but in fact, we're now experiencing a Global Data Processing Revolution. Restrictive legislation, technical barriers such as tracking blockers, and – above all – a consumer revolt against data (ab)use combine to institute a new era of "beg data" that threatens to choke off the supply of personal data that fuels successful omnichannel customer experience.

Transforming the service experience

Session leader(s):
Alberta Soranzo

What does thoughtful and effective service delivery look like in a complex world with multiple channels, rising user expectations , and increasing for demand seamless integration?

In this half-day workshop, we’ll go beyond the journey map to understand the systemic nature of service delivery, learn about the elements we should consider when (re)designing services, their interconnectedness and the relationships between services and the surrounding ecosystems.

Updating content types for marketing and omnichannel: an IBM case study in agile content strategy

Session leader(s):
Michael Priestley

Faced with 250+ content types and no consistency in use across a dozen key marketing systems, marketing teams could not get meaningful data on which types and formats performed well and which didn’t and could not easily identify existing content that might be reusable or in competition with new content creation.

So IBM assembled a team to focus on refactoring the way that we categorised content based on two much shorter lists: type, and format. The new values were rapidly rolled out in 3 key systems that allowed a simple but complete lifecycle from planning to measurement, and we began identifying problems and iteratively improving the list. We also began incrementally increasing the scope of the effort, with new areas of content, new tools, and new taxonomies, each success forming the basis for the next effort.

This case study will describe our development process, our governance model, and our use of AI and ontology tooling to drive improvements in authoring and customer experience.