Archive for May 2010
Last installment discussed organizing your content; free or fee.
This time, organizing your customers is the topic. Having a simple, and documented vision for how your customers will interact with your ESD system is a critical step in ensuring the long-term success of your program. The foundation of this vision is organizing customers into groups based on how you expect them to use the ESD system.
This is not a market segmentation exercise, per se. What we’re talking about here is use-models. From this perspective you can segment users along the same lines as your content; those who don’t know what they want, and those users who are coming to get what they are owed.
How many of your users will be browsing though your content library, undecided on what files they need or want?
How many are looking to get in and out of your ESD site, as fast as possible, with exactly what they already paid for?
Are your buyers and your users the same people? If not, how will the people who buy your content distribute those assets to the users?
Are the bulk of your users individuals (B2C type) or will you have multiple users per corporate account (typical B2B scenario)?
The only wrong answer in this process is to say “all of the above, equally”. That is a cop-out, and a sure path to disappointing results. Your ESD program needs a defined primary audience and user community. Pre-sales serving of free content, and post sales fulfillment of orders cater to different users at different stages in their relationship with your company. Decide which will be dominant.
Organize your ESD project around how your customers are categorized as they interact with your business. Trying to service every type of customer interaction equally, much like the keychain above, will to lead to a heavy ESD deployment and leave a big hole in your pocket.