Customer experience management has never been more comprehensive or sophisticated. And that's a good thing because customers have never been more demanding, connected or empowered — realities that became exceptionally clear this year.
Nobody puts consumers in the corner anymore — or anywhere else, for that matter — at least if they have long-term plans to stay in business. 2013 was the year customer experience management (CXM) matured and expanded, exploding from websites to mobile devices, brick-and-mortar stores, customer contact centers and more.
In retrospect, 2013 may go down as the year marketers shifted their focus from broad, amorphous groups of customers to targeted, personalized, omnichannel, shared experiences for each one. It was, in many ways, a seismic shift in attitude, powered by five key customer experience trends.