If 2011 is really about customer experience management, as Forrester suggests, it shouldn’t surprise you that many vendors are focused on it as well. From Oracle to Adobe, everyone seems to be getting in on the action. Get ready to see more customer engagement systems in the vendorscape.

This week, two well-known vendors released partnerships and features that speak to customer experience initiatives. Let’s take a look.


Putting the Experience in eDiscovery

Digital Reef, known for their eDiscovery software, joined forces with Relativity, the web-based review software (owned by kCura) so that litigation support professionals and legal counsel can exchange culled, review-ready native files and documents directly within Relativity. In other words, it’s like a built-in customer experience discovery system.

Touted as delivering an integrated eDiscovery customer experience, Relativity and Digital Reef work together to help their customers benefit from a collaborative and proactive platform. Now Relativity users can execute search, while analyzing data using Digital Reef powerful tools, without leaving the Relativity user interface.

Whether a collaborative platform is borne out a need to better serve their customers become more efficient with their time and money, or because they see it as an opportunity to capitalize on the customer engagement bandwagon, it’s nice to see eDiscovery vendors make integrating scalable collections, preservation, processing, ECA and legal review seamlessly.

Evolving the Customer Experience Without Targeting

When it comes to customer engagement, Demandbase knows that protecting their customers’ information is essential to keeping their trust and upholding reputations. Thanks to Account Watch, a new feature of Demandbase’s Real-Time ID Service, customers can connect their own CRM data to their website, allowing companies to deliver targeted messages to visitors, and trigger sales notifications in real-time.

This would have been just another announcement had we not had the FTC to provide some context. The FTC’s recent do not track guidelines caught the attention of consumers and marketers alike. The act of targeting individuals and their online behaviors don’t add up to good business or customer relations, so businesses are ditching those strategies in favor of ones that focus on the online activities of accounts, instead of individuals. The result is a highly-tailored customer experience based on the firmographic attributes of an individual prospect or existing account, such as industry, revenues, employee count and office location.

By letting marketers access information once relegated to CRM systems, Account Watch enables users to connect information with their web marketing strategies to optimize online experiences for the traffic that matter most.

More of What's to Come

While these are just two examples of how vendors are appealing to hearts and minds of companies and their customers, we can look forward to more customer experience-centric platforms evolving.