It started at Dreamforce 2011 and crystallized while watching the Cloudforce NYC event this week. The Salesforce.com vision of the Social Enterprise is both terrific and missing a key piece. The customer web experience. Websites and web apps are great, but they usually require lots of IT to develop, integrate and manage. In addition, content isn't created by IT or Developers. It's created by business and marketing users. So why can't they compose, publish and manage that content directly within the CMS? We'll save the answer to that question for our next post...
Tremendous time, cost and effort is applied to capture information about customers. Salesforce.com does that better than any other system on the market today, which explains part of their success. The recent addition of the Social Profile to Salesforce's Winter 12 release, allows incredible amounts of new information from LinkedIn, Twitter, Facebook and other social platforms, to be aggregated into the personal and transactional information housed in Salesforce's CRM. Chatter has been extended beyond an internal tool, to allow for Chatter groups across Salesforce organizations, extended the social collaboration between organizations. Yet most of that information is only selectively used by a relatively few number of people (your employees and partners) to enhance customer relationships.
Something big is still missing from this picture. The customer web experience. Traditional Web Content Management Systems (WCMS) are standalone from all of this valuable (and expensive to collect) information about our customers. At best, they integrate through APIs that represent a sub-set of the functionality of each system - Salesforce and the WCMS - and are expensive to maintain.
When we made the decision to build OrchestraCMS natively on Salesforce.com, it was to ensure that we were 100% integrated, with 100% of the power for Salesforce available to our customers, in addition to the innovation we delivered within OrchestraCMS.
The Customer Driven Web Experience
OrchestraCMS delivers a completely customized and dynamic web experience for each of your customers. Driven by the information you've captured in Salesforce, the preferences your customers have created in their profile and the related products, services and support you would like to present to them, OrchestraCMS drives unique content, navigation and interaction with each customer. In any combination - no IT required - this rich information can be presented, interacted with and tracked within an OrchestraCMS portal, running 100% natively on Salesforce.com.
The reverse is also true. All of the interactions that occur with your customers in the portal, can be captured back into Salesforce to further create a more intimate customer experience, provide relevant content suggestions and allow your sales and marketing teams to determine the best approach to markets and customers. Because OrchestraCMS is native, all of the information captured is accessible with Salesforce's powerful analytics.
In short, OrchestraCMS takes the Social Enterprise to an entirely new level. Leveraging the rich information and business processes you've captured in Salesforce, your customers and partners will never look at a web site in the same way again. OrchestraCMS can host and manage your public sites. We also build robust, native Intranets on OrchestraCMS as well. And we implement about 70% faster than traditional systems, getting you to market faster and at lower cost.
But nothing can create the intimate customer experience like a portal, built on OrchestraCMS. To find out why American Express, ANZ Banking Group, Den-Mat LLC,Dental Corp, Janssen-Cilag, Lend Lease, NCM Group and many others have built industry leading customer web experiences on OrchestraCMS, connect with us and we'll show you how.
Don't keep all of that 'social', bottled up inside your enterprise. Set it free to delight your customers and partners with OrchestraCMS!