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The Digital Experience Platform blog covers the latest in innovative technologies to help you transform your business.

Web Experience Management and Customer Experience Management

Guest Author

Before we
delve into other interesting details about enhancing your customers’
experiences with your online channels, I thought it would be beneficial to lay
the groundwork for defining what we consider to be Web Experience Management.

At the 10K foot level, looking down, Web
Experience Management (WEM) is a strategic component of Customer Experience
Management (CXM) for organizations seeking to control interaction, perception
and brand adoption or loyalty with their company and its products and/or
services.

There has been a lot written about Customer Experience
Management and the originator of the subject is
well known to be Bernd Schmitt. Schmitt is the
author of an early groundbreaking book, “Experiential
Marketing
” and subsequently wrote the first book on “Customer Experience Management” in
2003. He has a thriving consulting practice for helping companies that focus on
the customer experience to join the most successful and profitable
organiza
tions in the world. Here’s a great short interview with him as one of the top
50 thinkers of 2011.

Schmitt
defines Customer Experience Management as:
“…the process of strategically managing a custom
er’s entire experience with a
product or a company.”
His recent ideas about “Big Think: Killing the Sacred
Cow”
are a fascinating look at what companies can do to break out of their
static mode by challenging the status quo of their industry to succeed in ways
that couldn’t have been imagined beforehand. This is a deep subject for a future post.

Meanwhile,
within the world of technology analysts, Forrester Research has defined CXM
solutions in their recent report (The
Emergence of Customer Experience Management Solutions by Brian K. Walker
, August 10,
2011) as:

“… technology solutions that allow businesses to manage and
optimize the customer experience through content management, customer
targeting, analytics, personalization, and optimization capabilities across
customer touchpoints — online, through mobile devices, through
Internet-connected interfaces, and through digitally supported customer interactions
such as contact centers and in-store or branch interfaces.”

They
further boil it down to:
“A solution that enables the management and delivery
of dynamic, targeted, consistent content, offers, products, and service
interactions across digitally enabled consumer touchpoints
.”

Of course, hearing these descriptions, we all know that WEM and CXM are
not one button solutions. They require careful thought and planning. The
idea can be overwhelming as we think about all our products and the
variations of purchasing scenarios across the potential personas. We know the clichés that it is impossible
to boil the ocean and the best way to eat an elephant is one bite at a time. But…which
cup do you boil first? Which bite do you start with? And the answer that
everyone hates…” it depends…” We'll be looking at the main components of WEM this week and welcome your questions and input.

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