In 2011, we saw the category of Customer Experience Management (CXM) enter the scene. No longer was the web only about information sharing; we watched it explode to include an intricate set of social connections and mobile apps.
In 2012, we will likely see Customer Experience Management evolve into a deeper and more sophisticated engagement with any user engaging the riveting technology advancements in the online world of social, mobile or web apps.
Social media may have started out as a place for people to connect, converse and collaborate, but for the savvy marketer, it quickly evolved into an untapped treasure trove of potential customers.
For the enterprise, social media offers an even bigger opportunity in 2012 as it makes its way into productivity applications where users will desire the same friendly, accessible interface in their daily tasks. The experience for the savvy business user will look to social media as a common ground.
Why shouldn’t an employee’s training certifications be as easy to identify as their hobbies on Facebook? With advancements in gamification and leaderboards, healthy competition for stickers, badges and awards could find their way into the workplace.
2011 also saw the emergence of "B.Y.O.D" -- IT had to make a decision on which devices they would support. Just as social media is more than a marketing channel (it is becoming a way of life), mobile goes beyond the apps.
Marketers who dipped their toe into the mobile waters in 2011, will continue be able to take advantage of the "always on" customer in 2012. Mobile marketing has an opportunity to expand into value-add apps that prove both productive and engaging for all information seekers – on any screen, anytime, anywhere.
Companies like Emergency Medicine Physicians (EMP) have modified the user experience to provide one-click access to popular content across many different mobile devices. EMP measures the length of time each doctor spends on the site as an increase in productivity. Doctors can tailor their one pane of glass to include their favorite "apps" and the browser and mobile experience are transparent. EMP’s goal was to simplify for empowerment.
If this resonates with you, check out the EMP case study here.
2012 offers a multi-channel experience that engages each user to his or her fullest potential. Success in Customer Experience Management depends on the ability of the organization to place a sophisticated understanding of the customer at the heart of every business interaction.
Stay tuned here as the story evolves.