Customer experience management is as much a catchphrase today as "social media guru" was five years ago. Indeed, it's difficult to have a conversation at any level about customer engagement without mentioning CX somewhere along the way. Some industry insiders suggest that the intense focus by marketing on the customer experience is leading to a rift between marketing agencies and their clients.
Back in the day (so, about a year ago) mobile-ready was all the rage in customer experience management. Once it became clear just how much consumers like to bury their noses in their phones while shopping online or out in the real world, the rallying cry became "mobile first!" Don't get comfortable yet, marketing folks. The next new thing in customer experience just might be app engagement.
We reported recently that organizations are increasingly finding value in content analytics. Seventy-three percent of businesses polled by AIIM for a recent study said there's "real business insight to be gained" from assessing the business intelligence and analytics of digital content but figuring out how to free that data confounds many companies. Ben Rossi, group editor at Information Age, had some suggestions that may help.
Few companies lack understanding about the importance of data analytics and mining it for all the customer information they can possibly squeeze out. However, it's vital that organizations don't treat analytics as an archaeological expedition to learn exclusively about the past.
Stefan Tornquist, VP of Research for Econsultancy, pulls no punches with his assessment of why so many customer experience strategies fall short of expectations. Following the release of an Econsultancy study on consumer behavior, he outlines five reasons, including the suggestion that many organizations are spectacularly lacking in self-awareness.
Robert Johnson, CEO of customer service software vendor TeamSupport said putting all your eggs in a single managerial basket is a mistake.
Adobe deepened the ties between big data and creative content with the inclusion of new asset management tools in Adobe Experience Manager. Adobe's goal is to simplify the process of shepherding content from its creation to its eventual marketing destination.
Customer experience management once fell under the general purview of the marketing department. With the advent of mobile-first and omni-channel marketing strategies, marketers can't go at it alone and are leaning heavily on IT to help get initiatives off the ground.
Complaining about customer experience (CX) is practically a national pastime, but U.S.-based companies actually do a commendable job, according to a survey conducted by British CX research firm Nunwood. In fact, our neighbors across the pond have some catching up to do.
Finding new ways to create an excellent customer experience keeps marketers up at night. Scott McMillan, General Manager for Business Consulting for multi-channel marketing firm Salmat says part of what's holding them back is the technology that drives customer engagement.