Customer experience. No bigger buzzwords exist today for digital marketers.
And as we saw last week in Amith Parameshwara's 6 Pieces of the Customer Experience Puzzle, customers expect excellence at all points of the buying cycle. As in Parameshwara's travel example: booking completion, travel completion, hotel stay, order fulfillment and problem resolution.
SDL is the latest provider to move toward a complete customer experience offering.
Customer Experience in the Cloud
Today, the company launched the SDL Customer Experience Cloud, which integrates web content management, campaign management, social intelligence and analytics, e-commerce, language solutions and documentation.
It's part, SDL told CMSWire, of an organizational vision through a series of product releases, company milestones, executive hires and a new corporate structure and sales model to become a comprehensive customer experience provider.
Paige O'Neill, chief marketing officer for 2,000-plus-employee SDL, based in Wakefield, Mass., and Maidenhead in Berkshire, England, told CMSWire that SDL's vision is unique because it integrates each of its acquisitions to help marketers target real time opportunities in their campaigns.
She cited the "depth and breadth of our customer experience offerings" as a force in the market today.
SDL's Customer Experience Cloud released today — O'Neill would not divulge the cost to CMSWire — includes:
- A single intuitive user interface across all SDL’s CXM products
- SaaS delivery model for all SDL products
- Integrated CXM Suite
- SDL Social
- Introduction of SDL Language Cloud, offering both machine and human translation
SDL's Industry Performance
SDL in Gartner's latest Magic Quadrant for Web Content Management scored highest among fellow leaders Adobe and Sitecore. It was released last summer.
And in Gartner's Campaign Management Magic Quadrant also released last summer, it was reported that SDL provides campaign management execution on top of a high-performing analytics engine. Its strengths, Gartner said, is that SDL is a large, profitable global vendor of information management systems and reported 62 new customers in 2012.
It cautioned that some mentioned needing a deep knowledge of the various SDM tools. Several references say they have to wait for support until the UK “comes online”.
SDL is making a push for better results to announce in 2014. In a statement released last summer, SDL announced that profits would only be between 50 percent and 60 percent of what the markets expected in 2013.
SDL also announced in the statement that it still will make a profit of between $23.4 million and $31 million, but expected to close to $46.7 million.
CEO Mark Lancaster said then that across the technology segments, first-half license revenues were below management expectations. Bookings had also been weaker than expected.
Title image by Galyna Andrushko (Shutterstock).
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