Harnessing Customer Experience Management Solutions
New software helps to handle multiple consumer touch points
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Opportunities to drive more profitable customer relationships exist within the growing number of touch points organizations use to interact with consumers. But the mountain of data, digital content, products, and offers on which companies sit creates both execution and technology challenges, inhibiting effective customer interaction.
Amid growing channel complexity, a class of software solutions is emerging to enable the management and delivery of dynamic, targeted, consistent content, offers, products, and interactions across digitally enabled consumer touch points. Forrester calls this grouping of technologies Customer Experience Management (CXM) solutions. A diverse group of vendors is building CXM capabilities within solutions from many categories, including the following:
Web Content Management. WCM solutions have evolved from supporting Web publishing to enabling business users to create and manage content-driven multichannel experiences. Forward-thinking WCM vendors realize their products will support only a portion of the customer experience and are adding connectors that allow integration with complementary technologies, like analytics and CRM.
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