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the Free CMSWire NewsletterWaving farewell to our month of Content, Commerce and Community (a.k.a. the three C's of CXM) is sad, but our experts have gone out with a bang. Read on for tips on how to improve the digital customer experience, busting CRM myths and mobile pitfalls to avoid.
Customer Experience: Where Content, Commerce & Community Collide
Kevin Carlson (@ecomvagabond): Three major components of today's customer experience management efforts are the three "C's": Content, Community and Commerce. It goes without saying that all three are important for success in today's world of online commerce, but all too many implementations are ineffective because they ignore an unspoken, and perhaps the most important "C", the Convergence of each of these key areas.
Where each of the primary C's overlap, there is great opportunity for synergies to be created that drive customer behavior, increase conversions and build brand confidence. In order to properly achieve these overlap synergies, it is important to understand the context of the overlap and how to properly leverage each in a unique manner to enhance customer experience.
3 Ways to Use Content to Improve the Online Customer Experience
Brad Tuckman: Retailers are quickly learning the power of adding content like rich media to websites, but they aren’t the only ones catching on. Videos and 360◦ product photography has worked its way onto e-commerce websites, and consumers are now expecting them when they shop. Quality content can not only be a powerful sales tool for your website, but also a way to significantly improve the online customer experience. Here are three ways to use content on your retail websites.
Exploding 3 Social CRM Myths that Paralyze Business Leaders
Chris Bucholtz (@bucholtz): In MarketingSherpa’s recent social marketing benchmark survey, 38 percent of marketers responded that they have not yet begun planning a social CRM initiative. So what’s holding them back?
Most business leaders are well aware of the power of social media and the communication revolution that it represents. It gives businesses a new ability to forge deeper relationships with customers and to do so in a resource-effective manner.
But, like anything that’s done in public (or at least semi-public), it holds pitfalls. Do something inappropriate or insensitive and many people will see it and hold you accountable for it.
CXM Research: The Social Customer Experience Maturity Model
Billy Cripe (@billycripe): For all the exclamations around social media for business, one thing is certain: Business forays into social media are pointless if business is not doing anything to turn friends, fans and followers into evangelists and customers.
Businesses may think that they’re doing this when they hire a fresh-from-college “community manager” or give social media outreach to a summer intern. Unfortunately, hope and an intern is a very poor social business strategy. Much of this stems from a technology focus rather than a social engagement focus. This is understandable even though it is wrong.
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