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How to Build Your Customer-Driven Growth Engine

Just how do you go about building a customer-centric company? How do you earn the right to growth by improving customers’ lives? In this session, join Scott Abel, The Content Wrangler with his special guest presenter, Jeanne Bliss, founder of the Customer Experience Professionals Association. Jeanne will demystify how you can successfully lead a customer experience transformation. Built around her five-competency framework that has launched and advanced the customer experience transformation in businesses around the world, Jeanne will navigate you on embedding these competencies to get into action quickly with a united leadership team.  And will show you how embedding them will shift your business intent toward earning the right to growth by improving customers’ lives. She will also share some of the over 40 interviews conducted with CCO’s around the world and how they are bringing these competencies to their organizations.  
Recorded Jun 23 2015 54 mins
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Jeanne Bliss, Co-Founder of CEPA, and Scott Abel, The Content Wrangler
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  • System Without a Strategy? Diagnosing Content Management Problems Sep 26 2017 5:00 pm UTC 60 mins
    Regina Lynn Preciado
    You bought the content management system, you migrated your content into it, and you might even have implemented DITA. So why is your content management such a mess? Content management projects have a way of sprawling into content un-management, especially if your organization started with a system but did not have a strategy.

    There are several areas in which content management can become content “manglement.” The good news is, you’re already thinking in terms of managing your content, and chances are you can get things back on track.

    Join me, Scott Abel, The Content Wrangler, for this free, one-hour webinar along with my special guest, Regina Preciado, a content strategy consultant who helps companies transform how they organize, manage, and leverage content. Regina will take a look at what went wrong—and help you come away with a plan for diagnosing your specific content management issues, and how to start treatment. Regina will talk about where things are most likely to get messy; how to figure out what’s really gone wrong—it’s (probably) not “everything,” and the steps you can take immediately to diagnose—and start treating—your specific content situation.
  • Meet Content Science Academy: A New Content Training Experience Jun 6 2017 5:00 pm UTC 60 mins
    Colleen Jones, CEO, Content Science
    Want to grow your content career? Lead a content team and would like to empower them with up-to-date knowledge and skills? Wish there was an easier way to start a center of content excellence? Learn about a new option to address those needs, Content Science Academy, in this interactive webinar.

    Join me, Scott Abel, The Content Wrangler, and my guest, Colleen Jones, CEO of content intelligence + strategy firm, Content Science, for a review of the Content Science Academy. Attendees will:

    * learn what Content Science Academy and its purpose are
    * get introduced to topics covered now
    * have the chance to express opinions about upcoming topics
    * learn how to use Content Science Academy as an individual or an enterprise
    * obtain a code for a 15% discount on a course or certification

    ABOUT THE PRESENTER

    As CEO of the content intelligence + strategy firm Content Science and a Star Wars fan, Colleen Jones regularly advises top organizations on becoming Jedi Masters of content. Colleen spearheaded the development of ContentWRX, a software service that has collected more than 70,000 data sets to assess content effectiveness. Colleen wrote the cornerstone content book "Clout: The Art and Science of Influential Web Content" and speaks at conferences and client events around the world.
  • Talk the Talk: Create a Voice and Tone Your Customers Will Love to Hear May 4 2017 5:00 pm UTC 60 mins
    Sarah Smart, Senior Content Designer and Ryan Zurowski, Content Design Manager
    Look at brand guidelines for most technology companies, and you’ll probably find a page or two about voice. It will include traits like human, friendly, honest, innovative, and trustworthy. But let’s face it, when is the last time you described a person as “human and innovative”? Like every person, your business is unique. How can you prove to customers that you're not a robot if you sound like every other beep and boop out there?

    Join me, Scott Abel, The Content Wrangler, and my two special guests for this free one-hour webinar. My guests will be Sarah Smart, Senior Content Designer at Intuit, and Ryan Zurowski, Content Design Manager at Intuit, who will talk about developing a brand voice-and-tone strategy that reflects your company’s unique values and personality. They will help you define who you are and how you want to sound, and to develop a playbook that will help everyone who creates content for your business—from copywriters and designers to marketers and business partners. Best of all, you will learn how to improve the customer experience by making people feel something when they interact with you.

    At the end of the hour, you should understand voice and tone, why they’re important, and how they’ll help improve your customer experience. You'll have a blueprint for developing guidelines that engage your customers and rally your organization, and you'll know how to teach the guidelines to everyone in your organization—whether it's a team of ten or ten thousand.

    Brought to you by: Acrolinx—the only software that can “read” your content, score it, and guide you to make it better — and better content means better business results. Check them out on the web at www.acrolinx.com.
  • Developing Quality and Consistency Guidelines for Financial Services Content Recorded: Apr 20 2017 59 mins
    Ann Rockley, CEO, The Rockley Group
    Financial services create huge volumes of content designed to help employees to process customer financial transactions and assist customers to make financial decisions or conduct transactions. Each interaction is supported by specific rules and decisions.

    Financial information is heavily regulated to ensure content meets compliance requirements. However, compliance-based information is often wordy, complicated and hard to understand. Balancing compliance requirements with clarity and simplicity of content is difficult.

    Join me, Scott Abel, The Content Wrangler, for this free online discussion with content strategy expert, Ann Rockley, of The Rockley Group. Attend this webinar to learn how to simplify compliance information while ensuring the message stays the same; work with regulatory reviewers to work towards clear and succinct regulatory content, and develop content quality and consistency standards that are easy to use for everyone in your organization.

    Attendees will receive a free copy of the "The Financial Services Global Content Impact Index," an analysis of the quality and consistency of the online content of 33 different banks and insurance companies from around the world. Researchers at Acrolinx examined 5.2 million individual words, more than 600,000 sentences, and 5,225 individual web pages to craft this report. The results will surprise you.
  • New Stops on the Buyer Journey: Audience Engagement in 2017 Recorded: Apr 18 2017 61 mins
    Phyllis Davidson, Research Director, SIriusDecisions
    Greek mythology, the Bible, Star Wars, Lord of the Rings and Call of Duty – what do these five things have in common? At the core, they are all tales that either have stood the test of time, or made their creators lots of money or both. But it’s not just the story that makes these things work; it’s engagement – connecting with an audience at the right time in a way that moves them to feel or act a certain way.

    Engagement is the goal of b-to-b marketers, too, who use content to connect with their audiences and ultimately make the case for their value proposition. But what constitutes rich, engaging content has evolved.

    Join me, Scott Abel, The Content Wrangler, and my guest, Phyllis Davidson, Research Director at SiriusDecisions. Davidson will talk about the variables in the B2B audience engagement equation in our digital marketplace. She will help you understand what resonates with customers through the buyer journey—and why. She’ll discuss delivery channels and methods with an emphasis on how the technologies that drive engagement also enrich prospect data. Expect discussion about the latest in interactive content, virtual and augmented reality, artificial intelligence, and more.

    ABOUT OUR GUEST

    Phyllis Davidson is an experienced Silicon Valley B2B marketer. She has worked across multiple marketing disciplines in both large and small technology companies as well as at PR and advertising agencies and as a consultant. With storytelling as her core skill, she has built and executed global thought leadership and campaigns programs for both brand building and demand generation, executive and merger and acquisition (M&A) communications, and content strategy and architecture. At SiriusDecisions, Phyllis helps clients with content and communications innovation as well as process and program strategy and development.
  • Automation for Medical Device Content: Cost and Risk Management Recorded: Mar 9 2017 51 mins
    Marc Miller, Division President, Transperfect Medical Device Solutions
    Changing regulatory requirements, combined with increasing content volumes and channels, and antiquated processes have sharply increased costs and risks for medical device manufacturers. Estimates put the industry’s total “cost of content” at over $3 Billion world-wide—not including the costs of compliance risk.

    Now, solutions built on structured content and process automation technologies are delivering a 30-40% cost and turnaround reduction (and 50% reduction in risk) for manufacturers such as GE Healthcare and Stryker.

    Join me, Scott Abel, The Content Wrangler, for a discussion with Marc Miller of Transperfect Medical Device Solutions, about where content costs and risks may be hiding in your medical device content production process. Marc will discuss the technologies that can help you manage the challenges, and he will talk briefly about the strategies you’ll need to employ in order to take advantage of the next wave of content technology innovation.
  • The Importance of Governance in Regulated Content Recorded: Mar 9 2017 60 mins
    Charles Cooper, VP of The Rockley Group
    Governance is not a ‘four-letter word,’ but in many organizations, it is often regarded as such. It’s viewed as restrictive, and therefore reducing the ability of the content creator be creative. It’s seen as slowing down the creative process and introducing unnecessary roadblocks to producing content. In reality, it provides clarity to everyone in the content creation cycle, improves content quality, and reduces risk.

    Join Scott Abel, The Content Wrangler, and Charles Cooper, VP of The Rockley Group, for this free one-hour webinar. In this session, Charles will explain the need for governance when creating content for a regulated industry, explain how governance can streamline the process for content creators, and identify the benefits of introducing the “right amount” of governance.
  • Addressing the Challenges of Harmonization in Medical Device Content Recorded: Mar 9 2017 60 mins
    Ann Rockley, President of The Rockley Group
    Harmonization of medical device content involves reusing existing content within and across product families. The concept of reuse is fairly straightforward, but not in a regulated environment. Content is approved for a particular device so you can’t just change the content as desired.

    Join Scott Abel, The Content Wrangler, and Ann Rockley, President of The Rockley Group, for this free one-hour webinar. In this session, Ann will discuss how to address the challenges of content harmonization including regulatory requirements and approvals, translation, and cultural change.
  • Five Steps to Consistent Language Across Your Organization Recorded: Mar 8 2017 57 mins
    Richard Sikes, Content Rules
    Many organizations underestimate the importance of linguistic consistency. Ensuring consistency is critical, especially when a company is attempting to communicate to prospects and customers around the globe. Linguistic inconsistencies in corporate and product content can damage reputation, create confusion, trigger compliance problems and more.

    There are five best-practice steps that you can take to mitigate linguistic risk while also lowering costs for support and reducing the need for damage control. These best practices also help lower the cost of translation.

    Join me, Scott Abel, The Content Wrangler, and my guest, localization expert, Richard Sikes, for a free, one-hour webinar examining these five steps in detail. You’ll learn why terminology management should be part of every global content strategy. You'll discover how the five steps can help you formulate a terminology management strategy, and you'll understand the role maturity and sophistication play in ensuring you terminology management project is a big success.
  • Global Content Integration Challenges And How To Overcome Them Recorded: Mar 8 2017 52 mins
    Diana Ballard, STAR USA
    Challenges are mounting to bring everyone into the same conversation—the one with your customers. As digital and real-world experiences collide and compete, it has never been more important to speak with a unified, personal voice in the language of your audience.

    Transforming how we communicate from vicious to virtuous circles requires globalization be woven into strategic and tactical efforts at every level within the organization.

    Join me, Scott Abel, The Content Wrangler, and my special guest, global content expert, Diana Ballard, as we examine five challenges that get in the way of global content success.

    You’ll learn why global content integration is a test of your business agility and determines how successful you’ll be on the international stage.

    ABOUT OUR GUEST

    Diana Ballard is B2B globalization consultant and translation/localization expert on a 30-year pursuit to unify the end-to-end information lifecycle—from design to delivery, Diana is armed with a passion for connecting with customers with content in the language of their choosing—their own.
  • To Win the Latino Community, Speak to Their Hearts In Their Own Language Recorded: Mar 8 2017 57 mins
    Fabiano Cid, Managing Director of Ccaps Translation and Localization
    The U.S. Hispanic population reached 57 million in 2015, accounting for 17 percent of the nation’s total population. From 1990 to 2017, their purchasing power went from 0.21 to 1.7 trillion dollars. And yet, the current administration wants to throw them back over a soon-to-be-built wall.

    Despite their incalculable contributions to the US culture, politics, and economy, these men and women all over the country feel rejected, diminished, and abandoned by the very people who should protect them. Whether you have a humanitarian motivation, are aiming at financial goals, or are driven by a combination of both, Hispanics are ready to talk to you—right now! But can you get to their brains, touch their souls, and speak in a language that will gain their trust?

    Join me, Scott Abel, The Content Wrangler, and my friend and peer, translation and localization expert, Fabiano Cid, for a free, one-hour webinar. You’ll discover how understanding the fundamental distinctions between Latinos, Hispanics and Latin Americans—as well as the linguistic differences of variants of the Spanish language—can help you communicate in valuable ways. You’ll find out what things to bear in mind when generating, or translating, content for a Hispanic audience. You’ll see examples from both successful marketing campaigns—and flopped attempts. And, you’ll learn from an expert in all things Latin American how to speak to this community and win their hearts—because this is where all their decisions are made.
  • Driving Continuous Delivery of Global Content Recorded: Mar 8 2017 59 mins
    Dave Ruane of Xplanation, and Joe Gelb of Zoomin Software
    Continuous delivery has become an umbrella term for any regular and repeatable content and product development process that has an agile approach under the engine. For some organizations, continuous delivery is cycled daily, and content gets checked in, picked up, and published every day. In other cases, the content is only published when appropriate exit criteria are met.

    More often than not, continuous delivery practices are driven by customer experience strategies. In simple terms, organizations want content consumers to have the right content when they need it. Evolving continuous delivery practices means progressively reducing the lag time for content time-to-market.

    To do this well, each content drop point has to be easy to globalize in context, source language, and the transport media. How do organizations do this? What are the current challenges with this process? And why is it important for content professionals?

    Join me, Scott Abel, The Content Wrangler, for this free, one-hour webinar on March 8 at 8 am PT. My guests will be Dave Ruane, Enterprise Business Development Director for EMEA at Xplanation, and Joe Gelb, President of Zoomin Software.

    You’ll learn why some of the world’s biggest brands are leveraging a repeatable, systematic and streamlined approach to content production that helps them drastically reduce costs and time-to-market and deliver global content continuously. You'll discover what steps you'll need to make to get started. And, you’ll have the opportunity to ask questions of the panelists.
  • Blueprint for Success: Selecting Technologies To Manage Global Content Recorded: Mar 7 2017 58 mins
    Andrew Lawless, President, Team Lawless
    Are you confused about the many options for managing global content between your content management system, marketing automation platform, and translation technology? And most importantly, are you concerned about the impact on the user experience for both the content manager and in-country reviewer?

    Imagine yourself in a work environment where you can focus on everything that matters when managing global content. All the clutter is gone. No cutting and pasting of language content. No emails. No PDF reviews. No quality complaints from your in-country offices. Instead, you give all your attention to developing strategies, new product introductions, and innovating your processes.

    Join me, Scott Abel, The Content Wrangler, and my guest, Andrew Lawless, for a free, one-hour webinar designed to help you select the right tools to manage global content efficiently and effectively.

    Attendees will learn a technology selection planning exercise that provides complete clarity on how to automate global content production from end-to-end. You'll discover the key solutions for a fully automated localization process from content authoring to translation, in-context review and publishing. Equally important, you will hold in your hands a technology blueprint for success.

    ABOUT OUR GUEST

    Andrew Lawless is a best-selling author and leading consultant to US businesses that generate $2.4 trillion of revenue each year by selling their services and products abroad. Andrew teaches masters programs on localization project management at University of Maryland and launched Lawless Guides, an online learning platform that provides training to managers of international products, projects and programs.
  • Boxing and Unpacking Content For A Digital Migration Recorded: Mar 7 2017 55 mins
    David Hobbs, David Hobbs Consulting
    Website improvement projects are often undertaken because they come with the promise of dramatically increasing business results. The way in which we tackle these projects—and the approaches we choose to use—determine whether our efforts will yield improvements or not.

    Migrating web content from one system to another can be challenging. To be successful—and to get the results we seek—it’s best to start with a plan.

    Join me, Scott Abel, The Content Wrangler, and my guest, David Hobbs, for a free, one-hour webinar designed to help you plan for a website content migration. Attend this session to discover why web content migration planning should start from the perspective of quality. Learn why boxing—and unpacking—content can help us achieve desired results. And, find out why, unlike a house move, we often need to unpack the content during a content migration project.

    ABOUT OUR GUEST

    David Hobbs helps organizations that want higher-impact digital presences, especially those ready to take on silos and otherwise disconnected site visitor experiences. These types of complex, high-impact changes require early visioning and buy-in (a “build it and they will come” approach won’t work). David works with organizations on early strategy as well as how to achieve the content needed on the new site (including migration and rollout planning).

    David has a Master’s in Computer Science and started his career as a C programmer. Before the web took off, David lived in a mud hut in Chad working with trash-collection and water-distribution system community groups.
  • Creating Character: Taking the Sociopath Out of Artificial Intelligence Recorded: Mar 7 2017 57 mins
    Mark Walsh, Motional.AI
    Thinking about automating interactions with customers using an intelligent agent or artificial lifeform? Artificial intelligence is making its way into customer service and support, training, marketing, and e-commerce. It's in use today in industries like entertainment, hospitality, travel, insurance, banking, and nearly every manufacturing and service sector imaginable. While there's a lot of promise behind these emerging technologies, there's some danger, too.

    Join me, Scott Abel, The Content Wrangler, and my guest, award-winning animator, Mark Walsh, for a free, one-hour webinar designed to help you avoid employing a sociopathic, artificial lifeform represent your brand. Mark will share lessons learned from years of experience creating amazingly believable characters for Pixar Animation Studios.

    You’ll discover how relationships, trust, and caring can help you leverage artificial intelligence technologies in ways that enhance customer experience. And, you’ll learn how to avoid making the big mistakes made by those who came before you.
  • Unified Content Strategy: How To Make Product Content Work For You Recorded: Mar 7 2017 62 mins
    Regina Lynn Preciado, Content Strategy Consultant
    If you want your product content to work for you (rather than the other way around), you need a content strategy. In fact, you probably need a Unified Content Strategy -- a three-pronged approach that empowers you to do just about anything with your product content.

    Join me, Scott Abel, The Content Wrangler, for a free, one-hour webinar with content strategy maven, Regina Lynn Preciado. Regina will discuss the need for a flexible, forward-looking content strategy. You'll learn what a Unified Content Strategy is, why it’s important, and five things you can do to start working toward a more strategic approach to product content.

    ABOUT OUR GUEST

    Regina Lynn Preciado is a content strategy consultant who helps companies transform how they organize, manage, and leverage content. From the dot-com boom of the ‘90s to today’s demand for intelligent, global, mobile-friendly content, Regina has helped dozens of organizations make content work for people (instead of the other way around).

    “I’ve worked with projects of all sizes, from sole proprietors to large international enterprises, and have found that a unified content strategy is scalable for any size organization -- the principles and the purpose remain the same,” – Regina Lynn Preciado

    Regina is a senior consultant with Content Rules, Inc., the only licensed provider of The Rockley Method™ unified content strategy.
  • Product Content: The Hidden Gem in the Content Marketer’s Tool Kit Recorded: Mar 1 2017 56 mins
    Mary Laplante, Digital Clarity Group
    Content marketing and customer experience management are business practices that go hand-in-hand. You can’t deliver a great experience that engages customers without content that engages them. And you can’t win long-term loyalty and advocacy if you only engage them at the start of your relationship. That's why the most effective content marketing programs engage customers across their entire relationship with your brand—from marketing through sales through service.

    Join me, Scott Abel, The Content Wrangler, and my special guest, Mary Laplante, Vice President of Client Services at Digital Clarity Group, for a lively session about product content and its role in connecting prospects and customers to revenue.

    Attendees will learn how content marketers can reach deeper into their tool kit and put existing product content to effective use. Data sheets, product specifications, documentation, support information, training materials—this content about your brand’s products and services—can be invaluable when prospects are making the decision to become customers. Don’t leave these hidden gems at the bottom of your content marketing toolbox.

    ABOUT OUR GUEST

    Mary Laplante is Vice President for Client Services at Digital Clarity Group, a research and advisory firm focused on the content, technologies, and practices that global companies use to deliver great customer experience. Mary has spent her entire career in and around content management in its broadest sense. Her experience includes management and executive positions at several industry-leading specialty research and advisory firms.

    Most recently, she was vice president and practice leader for custom research and consulting at Outsell, Inc., a company focused on the markets for monetized content.

    Brought to you by: Acrolinx—the only software that can “read” your content, score it, and guide you to make it better — and better content means better business results. www.acrolinx.com
  • Measuring Content Value and Determining ROI Recorded: Feb 23 2017 59 mins
    James Goldman, Sr. Manager of Content Strategy at Equinix
    Return on investment (ROI) is a mathematical equation. Determining the value of investments in content can be a tricky proposition. If you can't place a value on your content, you can't do the math.

    Determining ROI not only requires we understand the value of our content—and what it costs to create, manage, and deliver—but it also requires consistency. To make the calculation meaningful, you'll need to ensure you're comparing apples to apples and oranges to oranges.

    Join Scott Abel, The Content Wrangler, and his special guest, James Goldman, Content Strategy Program Lead at Equinix, for this free one-hour webinar. James will examine the need for normalizing measurements, making sense of key performance indicators, and communicating the value of digital content production improvements in ways that are meaningful to management.
  • Creating A Content Framework to Deliver Omnichannel Customer Experiences Recorded: Feb 16 2017 60 mins
    Joe Gelb, Kevin Nichols, and Ira Gluck
    Customer expectations have changed. Consumers demand a seamless and consistent digital experience with your brand throughout their customer journey, expecting the right information—whenever and wherever they need it—in the language they prefer, on the devices of their choosing. Period.

    B2B buyers also increasingly demand and expect an omnichannel experience, with easy, self-service access to the technical content they need to make a purchasing decision. Those interactions are valuable opportunities to increase engagement with your customers and prospects. They drive up lead conversions and increase overall customer satisfaction.

    Join Scott Abel, The Content Wrangler, for a one-hour discussion with digital industry enthusiast, Kevin Nichols; content delivery guru Joe Gelb; and business content strategist Ira Gluck. We'll discuss the importance of an omnichannel customer journey, the essential role of product content delivery, and the unified content strategy which enables that consistent content and customer experience.

    You’ll learn why omnichannel customers are more valuable, more loyal, and better satisfied than their single-channel content-consuming counterparts. And, you’ll find out what technologies are required to provide exceptional digital customer experiences with content. The panelists will demystify omnichannel gobbledygook, discuss the pros and cons of omnichannel delivery, and take questions from the audience.
  • Holy Trifecta of Global Content Success: Terminology, Structure, and Translation Recorded: Feb 14 2017 56 mins
    Val Swisher, Founder and CEO of Content Rules, Inc.
    The Holy Trifecta of Content is the intersection of managed terminology, structured authoring, and translation memory. If you have these three components of content under control, your content will be easier to read in every language, easier to translation, easier to locate, and easier to create.

    Join Scott Abel, The Content Wrangler, and Val Swisher, Global Content Strategist, and CEO of Content Rules, for this free one-hour webinar. Val will provide information on the Holy Trifecta, how the components work together, and talk about why these are critical factors for successful global content. Val will also cover the options for including services that address each aspect of the trifecta into your service offerings. This webinar is intended for LSPs, content developers, and customers who use their services.

    You’ll leave with an understanding of how terminology, structure, and TM work and how paying attention to all three factors will help your customers provide better content in any language.
Content is a business asset worthy of being managed efficiently.
The Content Wrangler Channel covers the people, methods, tools and technologies designed to help you deliver the right information, to the right people, at the right time, on the right device, in the right format and language. Your content is your most valuable business asset. Let us show you how to manage it efficiently and effectively.

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  • Title: How to Build Your Customer-Driven Growth Engine
  • Live at: Jun 23 2015 5:00 pm
  • Presented by: Jeanne Bliss, Co-Founder of CEPA, and Scott Abel, The Content Wrangler
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