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ATG (Art Technology Group, Inc.), announced that Royal Mail has gone live with ATG Content Administration(TM), a complete application for managing the content needed for Royal Mail's commerce self-service and other Web applications.
Running on top of Royal Mail's existing ATG-powered e-business platform, ATG Content Administration will enable Royal Mail to simplify its Web content creation and administration processes and hand greater control of content to the business user rather than the IT department. The application facilitates easy and rapid manipulation of online assets by business users, ensuring that content is more current, compelling, and relevant to the customer. ATG Content Administration is one element of ATG's customer experience software, which is designed to help organizations guide online users through each stage of the customer lifecycle.
The Royal Mail plans to use ATG to communicate more effectively with customers through the use of ATG Portal(TM), which will enable the creation of personalized areas for business users and consumers. Using the same basic template, business managers will be able to easily personalize both the look and feel of each portal, as well as the content and services offered within for each customer.
"The Internet has the potential to be our most important and cost-effective route to market. The difficulty lies in replicating the personal experience that our business customers receive offline in the online channel," explained Dennis Greene, head of operations for Royal Mail Group E-Business. "ATG not only gives us a highly functional and scalable platform on which to develop and provide new e-services but, critically, gives us the deep personalization capabilities we need to treat our customers as individuals while providing the best possible experience online."
With ATG, Royal Mail has been able to consolidate on a single infrastructure all Internet activity while adopting a 'create-once, deploy-many-times' approach to services and content. It has also been able to offer business users a much greater role in the development of its Internet activity.
For example, the dynamic content and business rules within ATG Content Administration mean that the Royal Mail can build workflows that automate content management and distribution, including the re-purposing of material for different audiences. When combined with ATG's simple, Web-based user interface, the Royal Mail is now able to empower non-technical staff to efficiently create their own content.
"Royal Mail is a fantastic example of a very traditional organization utilizing the Internet to transform business operations," said Andrew McInnes, vice president of EMEA, ATG. "To compete in the free market it is increasingly facing, the Royal Mail is exploiting the Web channel while keeping its operational costs to a minimum. ATG offers Royal Mail both a forward-looking e-commerce infrastructure and a means of realizing operational efficiencies through a focus on reusing both functionality and content."
26.05.2004, ATG
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