Engage Me! Web Experience Management as the New Business Imperative

Organizations have to compete for customers’ attention like never before. Every day, customers are deluged with a wealth of information and options for buying products and services. This reality creates requirements for businesses attempting to build lasting and loyal customer relationships. Today’s web audiences require value in every interaction, or they will simply go elsewhere. How do businesses interact with audiences who clamor for engagement? The answer lies in the practice of web experience management (WEM), and in establishing a WEM practice that enables engagement with the audiences that comprise the business ecosystem. This paper serves as a guide for framing the dialog about engagement and WEM with internal stakeholders.