Five things to remember when considering CXM technology

  • 13-Nov-2012

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:

  1. It’s OK to source separate CXM components instead of an entire “suite,” or a "platform"
  2. Do not retire WCXM too soon
  3. Don’t forget about content strategy
  4. Invest into integrations and do homework on best-of-breed solutions
  5. 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.

Our customers say...

"For any digital agency, helping your client choose the right CMS is risky -- get it right and you're the hero, get it wrong and you compromise your entire interactive strategy. Real Story Group's WCM evaluations strengthen our understanding of the true weaknesses and strengths of all the major CMS platforms, enabling us to make expert-validated recommendations to our clients with confidence."

Bill Barbot, Founder, Threespot

Other Web Content & Experience Management posts

Thanks for the Book Reviews!

  • September 18, 2017

We wanted to take a moment to say a special thank you to a few people who took the time to write extended reviews of the book....

New Book Applies Design Thinking to Tech Selection

  • August 2, 2017

Tony and I try to capture how design thinking can lead to better technology selection in a new book, "The Right Way to Select Technology: Get the Real Story on Finding the Best Fit."...