I recently spoke at the HartmanEVENT in Utrecht, Netherlands, about Customer eXperience Management (CXM) – a topic near to my technology heart that I’ve discussed on this blog and in other outlets before. You can check out my “Why You Don’t Need CXM Platforms” presentation here.
While many of the attendees were only vaguely familiar with CXM, others were using or considering buying a toolset to further their CXM strategy. So, before jumping too far, here’s the definition of CXM I proposed:
CXM is a strategy and practice for managing customer experiences online (including web, email, social, and mobile) and offline (like print, call centers, and in-person locations) to acquire, retain and turn customers into satisfied, loyal brand advocates and ambassadors.
During the session, I urged technology buyers to be more skeptical when it comes to “CXM suites” and “CXM platforms,” and evaluate these propositions carefully. Many of those offerings boast integrations among a dizzying array of products within the same "suite" family. Some of those integrations work well, other are there just in theory, to accompany a pretty PowerPoint slide.
In reality, CXM is not a platform. CXM is not a technology. CXM is a strategy.
Here's a list of five important things to remember:
- It’s OK to source separate CXM components instead of an entire “suite,” or a "platform"
- Do not retire WCXM too soon
- Don’t forget about content strategy
- Invest into integrations and do homework on best-of-breed solutions
- Before investing in technology, think about your CXM goals and use cases.
And finally, good luck as you navigate these difficult landscapes. I look forward to hearing from you about your journeys.