Backbase is a small company with big plans for customer experience management (CXM). The company markets a CXM platform that puts control in the hands of the business users, explained Jelmer de Jong, the company's global head of marketing.
"It's lean and agile," he said. "It lets users access all enterprise content from a single place and adapt it for optimal omnichannel experiences."
Rather than offer a unified platform, many customer experience management vendors offer a number of different applications that are only loosely tied together — and leave it to the customers to pull everything together. Backbase claims to be an exception.
"Many of our competitors, including IBM, Oracle and Adobe, grew by acquisition. They have big, bloated customer experience suites that take a one-size-fits-all approach.. We started with one integrated portal and grew on the basis of market research and client feedback to create a flexible platform that really empowers our customers," de Jong said.