This is the third article in my mini-series on managing the customer experience; in the previous article I discussed the first C – Customer and then in my last article I discussed the second C - Content.

In this article I am going to focus on how we bring customer and content together and how we orchestrate that customer experience. In keeping with my theme of C’s -- I’m calling this Control, the intersection of customer insight and content to make the experience.

In my previous articles, customer and content were easy to describe, we can visualize them as tangible things in our mind's eye, they are things we store, count, record and file in a database. We can also imagine how you can apply algorithms to the data that drive great insight into what that data means.

It’s a simple premise that you need to understand your customers and that you need to have some well managed content to share with them.The solutions for managing content and a better understanding of the customer are tangible too, supported by established business practices, tools and budget.

How you orchestrate and control a compelling customer experience by bringing together these two business assets is a more complex proposition. The nub of CXM, managing the customer experience, sits across multiple business practices, software tools and moving parts within an enterprise.

So, when the C suite hands down the memo that says we must build a better customer experience (or when you try to describe it in a single CMSWire article) -- where do you start?

In this article I propose three areas to consider:

A Customer Centric Organization


Control is where we move away from CXM being a problem solved solely by technology; the first thing to consider is whether the organization is ready to orientate around the customer.

A simple example of this is the separation in most organizations between marketing and customer service.

In a world where people are not beating a linear path to your product, service or brand but are in fact asking around, reading your manuals and documentation, listening to other's experiences of you, your service or brand -- the quality of the post-sale experience matters hugely to those in the organization that have the responsibility for maintaining the marketing funnel.

Those beautiful images that marketing have crafted in the mind of your customer of sailing into the sunset of happiness-ever-after are going to be significantly less compelling if Facebook is buzzing with talk of how the boat is holed and happiness-ever-after with you is a rat infested swamp.