Probably eight out of ten clients start out asking for customization of some kind. Usually, the customization broken into two categories:
Give users a page like My Yahoo! or iGoogle. Let them add portlets or widgets at will and let them customize the portelts themselves like we do with weather or stock
Let users define their interests in their profile page so they can receive targeted content and feeds
Let me tackle the second item first. If you have users you know well enough to let them define things like what products they want to follow, whether they should be notified of new invoices, lab results, etc; then yes you should give users the option to update it. I would make it part of the profile and I wouldn’t push it hard. In other words, make it easy to update but don’t force your users to do it. You can also make it easy to follow a page or topic by letting them click a follow this link, a star , or some indicator on the page in which the content resides. Of course, if you don’t know your users all that well, perhaps you should complete some user studies or hook up some decent web analytics before you dive in. That way you won’t push them away because you completely misunderstand what they want.
What about My Yahoo! or iGoogle like functionality?
OK, this is the fun one. Whenever a client asks for that functionality for their users, I ask the following important question, “How often do your users login to the site?” If they answers with once a month or twice a month then I tell them it’s a waste of time. These are users who login to do some very specific things. They want to see their explanation of benefits or to view and pay their invoice. They don’t care if you allow them to add a portlet that does some whiz bang kind of thing. They want to get in and get out. Don’t get in the way of their transaction or information.
Imagine the worst case scenario if you do customization wrong. You are a utility, you let a customer create a completely customized home page the first time he or she logs in. You may even force them to do that. They really only care about checking their invoice and paying it but in setting up their home page, they leave out the invoice portlet. One month later they login and it’s nowhere to be found. Of course, your customer already forgot they customized the page. They can still customize their page to add the invoice portlet back but they aren’t thinking, “I want to customize my page?” They are thinking, “Where can I find my invoice?” You now have an angry customer who didn’t pay his or her invoice on time and your DSO just went up.
Now take users who live in your portal. It may be employees or it may be your power users who use your service to monitor usage and things like that. These people want more features. To them, your portal is an application. At that point in time, you should be thinking about multiple levels of customization including:
subscribe to content changes
notifications and alerts
customize a home or work page
Customize a results list so they can see the columns that matter
How do I create a personalized experience for infrequent visitors
For that person who only logs in once a month, you can still create value for them while gaining equal or greater value from the customer. You want to take what you know about the user and treat them differently. Here are a couple ideas that use either a personalization engine or a rules engine:
Our local store is having a special and it’s only 5 minutes away from where you live
We see you are having an knee operation. Did you know that if you use this facility, it will cost you $5,000 less
Bad weather has closed the following facilities or this click here to get to the Hurricane Andrew page to hear what’s happening. Target this by location of the user.
I see you use this service of ours and we just introduced a companion service
You might be interested in a new article about the Bahamas or Jamaica because you own a property there.
We just updated a new product and with it comes a whole ream of documentation you will need to service is Mr. Partner
You can use personalization in all kinds of ways for customers, partners, and employees…….but you get the picture
So here’s my shortened version of what I just wrote:
Before allowing customization, understand your user. If they visit your site infrequently, then don’t allow customization.
If you allow users to customize a home page or my work page, don’t take away other paths to get them to key content or functionality
Make it easy to customize. Drag and drop is nice. Textual lists not so much.
You can and should allow users to update their profile with interests.
You can and should let users follow content or make a portlet part of their favorites so they can easily find it later
If you won’t allow customization, you can still use a personalization or rules engine to create more value for the user or to target them with products or information they may find useful.
Anemic IT Growth or Budgeting Shift?
Mon, Nov 17th 2014 3:18p Michael Porter ZDNet reports on a recent Gartner report of 2015 IT budgets. They call it, “IT Spending for 2015 Anemic amid Digital Shift.” Here’s the breakdown on who creates vs who approves the IT budget.
I don’t interpret it quite this way. Yes, IT budget growth is anemic but there’s on telling piece of information in the ZDnet article
The upshot: Spending on digital innovation will be funded outside of the IT budget.
So yes, spending is anemic within [read] Keywords:
Digital Transformation is All Around Us…Again.
Tue, Nov 11th 2014 8:19a Mark Polly The phrase “Digital Transformation” has re-emerged as a new phenomenon. Google tells me there are 49 million (49,000,000) search results for the words Digital Transformation.
First, why do I say it is a phenomenon? It seems that many of our leading think-tanks are talking about digital transformation. Here are some examples:
Earlier this year, MIT Sloan Management Review posted this article: The Nine Elements of Digital Transformation
Forrester is predicting that in 2015 [read] Keywords: collaboration
Drug or Drug Device Portals
Thu, Oct 23rd 2014 10:12a Michael Porter Eugene Sefanov has a nice post on the value of a patient portal for those who use a specialty drug or drug device. He goes into some detail on the possible use cases with that kind of portal. I like the approach he takes. Just being prescribed a drug doesn’t mean you are going to get the right outcome. Anything you can do to ensure the patient has all the support he or she needs will improve that outcome.
An effective way to provide patient support is through a portal that is sp [read] Keywords: collaboration
Dreamforce: Community Cloud for Healthcare
Tue, Oct 14th 2014 10:15p Mark Polly All this week I’m at Dreamforce, the annual Salesforce conference. Salesforce has come a long way with their platform and they’ve recently introduced Community Cloud. Community Cloud is an evolution of their portal product and includes many features that we see in other enterprise-class, horizontal portals.
We are seeing a lot of interest in portals from our healthcare clients. At Dreamforce, I attended a session on using Salesforce Community Cloud in healthcare. I blogged [read] Keywords: community
Successful Partner Communities with Salesforce
Tue, Oct 14th 2014 12:18p Mark Polly Zero Motorcycles needed a way to consolidate multiple partner facing systems into a simplified user interface, track sales and monitor participation programs and automate workflows. As we’ve seen from other customers, partners had to login to multiple systems. Using Community Cloud, Zero was able to provide one interface for the partners to login into and get information and process leads and improve sales.
Zero’s original model was B2C, thinking that consumers would order electri [read] Keywords: collaboration
Creating Customer Happiness with Salesforce Communities
Mon, Oct 13th 2014 3:12p Mark Polly Community Cloud is Salesforce’s newest and fastest growing cloud (until tomorrow). IDC has seen a huge jump in using social media to communicate with customers and respond to customer inquiries. The top 3 technologies that are planned to be used include discussion forums, public social networks, and online communities, which is where Community Cloud comes in.
Constant Contact, an all-in-one marketing platform, has over 600,000 small business customers. Constant Contact us [read] Keywords: administration
Content Marketing is Inherently Flawed?
Fri, Oct 10th 2014 11:12a Michael Porter In the past week I’ve either read or listened to two heads of global marketing for two well known brands. Both had a similar story with different sides of the same coin. Both had a message that dealt with Marketers having to forget about telling their brand story and go with what customers want to hear. The first was a session about leveraging social data with Michelle Lapierre who is the Sr. Director of Customer Experience at Marriott Rewards. The second is an article at cmo.com dis [read] Keywords: facebook
Why Do Contextual Ads Fail
Tue, Oct 7th 2014 3:12p Michael Porter I’ve blogged about the personalization failure before. Now it looks like others are catching on to the ultimate failure on their part………… even as they harvest huge amounts of private information about us. This article in ComputerWorld outlines the issues. The author Mike Elgan hits the topic of privacy quickly and never lets it go:
Companies like Google, Facebook and Amazon violate our privacy in order to show us relevant ads. So why do their ads miss the mar [read] Keywords: facebook