Customer Experience Transformations

Posted by Miles Weaver

shutterstock_492447757_1.jpgIn the first two posts in this blog series, we have discussed how digital transformations can fundamentally reshape a business. We looked at how transforming a workflow process, like metadata, that persists across broadcast and digital spheres can create entirely new operational efficiencies, while also dramatically improving the quality of back end systems.

When we talk about digital transformations though, we generally don’t think about how the front end will benefit, but the end user experience can also benefit from such digital evolutions in a number of ways. Let us continue to use metadata as an example when thinking about this, as it remains one of the most effective in-roads into creating digital first processes.

More accurate metadata that persists across all aspects of an organisation can improve a variety of touch points in the customer experience. The most obvious is how it could transform the customer experience in terms of content targeting. When a metadata catalogue is inaccurate and full of inconsistent or duplicate data, it can have a very negative effect on the user’s search and discovery experience. Searching for a particular title can return several results that might be the same or wildly different from one another, and with TV shows, which have different naming formats on a show by show basis, users might get different results when searching for an episode or season every time they try to find something.

Not only does this make for a worse user experience, it reduces the ability to accurately target content. When there is no consistent format for listing content information, and when you don’t have a consistent data set from users to cross reference it with, recommendations that drive the organic discovery of more content in a catalogue are reduced, decreasing the value of content.

With the kind of digital transformation we have been discussing, however, these problems can be easily addressed. Consistent, accurate tagging that matches duplications and normalises IDs across the entire catalogue means that customers can find the content they’re looking for quickly each time, and it enables platforms to target and serve recommendations in a far more accurate manner, making content more discoverable and (importantly) more valuable. It also enables a cleaner, more consistent and holistic UI, something that is becoming increasingly important as the range of online video platforms continues to increase and competition for eyeballs becomes all the more intense.

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Miles Weaver Piksel

Miles Weaver is Director of Product Marketing at Piksel. Miles is an avid commentator on the digital TV revolution speaking regularly at industry events and being published in The Guardian and Read/Write. Connect with him at @MrMilesWeaver

 

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Topics: Insights, TV, UX, Content Discovery, online video, OTT, video search, user experience, Media, Customer Experience, customer goals, customer needs, Metadata, search, search and discovery, broadcast, Digital Video, Future of Broadcasting, Video User Experience, content recommendation, broadcast workflow,, content search, digital broadcasting