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Customer Experience Management (CXM) Articles

Marketers Hold the Secret to M&A Success

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2015 is set to be a record-breaking year in mergers and acquisitions (M&A). But how many of those deals will actually be successful?

Depending on the research you choose to believe, between 50 percent and 90 percent of mergers result in failure.

Although this could be attributed to any number of factors, Paul Hagen, senior principal of customer experience at business and technology consulting firm West Monroe Partners, said success lies with the customer.

“Most of the time, when people are looking at M&A’s, they’re doing a lot of internal navel-gazing, looking at finances, internal systems, synergies, and cost savings,” said Hagen.

“None of this has anything to do with the customers. The customers are certainly part of the equation – there is some disruption in these areas – but no one’s really looking at the perceptions of the customers, nor how the affinity for the brand changes when companies come together.”

No Cowboys Here: Teamwork, Culture Leads to Sales Success

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Have you heard the one about the high-performing, hard-charging sales person? You almost surely have— he or she is usually bringing in the most revenue, outperforming the rest of the team by a significant degree.

This salesperson is almost always a cowboy of sorts, not following the rules laid down by the organization and certainly not taking the time to input data into whatever sales automation system the company uses.

No matter, though. If it weren’t for this person, and perhaps one or two others performing within striking distance, revenues would be far less.

Or would they? The idea of the lone cowboy sales representative, who does things his way, by gosh, and goes on to land the deal is so well entrenched in corporate lore that few think to question it. But maybe they should.

Week in Review: Forrester Rates Web CMS + SharePoint's Plans

Email Marketing Dos and Don'ts
Three views on making email a success.

Same Queen in Web CMS
Forrester's Top 10 in content management.

Big Year for SharePoint
Why exactly, though, isn't clear yet.

Two Enterprise Mobility Forces
When IT and business decision-makers clash.

SAP's Making Big Data Noise
Did it just change the game for enterprise IT? 

Inside EMC
What's going on at EMC's Content Group? 

Forrester Report: Bridging the Commerce/Content Divide 
A Commissioned Study on How to Deliver a Unified Customer Experience

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News Bites: FTI, IBM, Sitrion, Cloudwords, More

The latest in markups, messages, e-discoveries, changes, mobilizing, defining, raising, efficiencies and openings from The Crown City, Paris on the Prairie, the Knickerbocker State and the Charm City, Wall Street of the West, America’s Walking City and Shaky Town.

How Retailers Can Drive Timely, Contextual Engagements

Capitalizing on modern shopping behaviors and seasonal trends requires robust technology that recognizes today’s mobile-social consumers and engages them with the right messages at the right times.

Today’s marketing landscape is all about omnichannel engagement -- having the ability to listen in real time to the interactions, opinions and aspirations of customers across mobile, social and web channels. It's also imperative to act quickly on what you hear — to approach each customer on his or her own terms so you can positively influence potential sales.

Google, EU on Collision Course Over So-Called Right to Forget

A Google advisory panel has concluded that people have the right to be forgotten — or, more accurately, a right not to be mentioned in search anymore. But it contends that right should only apply in the European Union, not across Google's wider global search.

The report is latest in an ongoing debate between Google and the European Union (EU) over an individual's right to remove or delist certain information. Last May, the European Court of Justice Ruling ordered Google to remove links to personal information from search results leading to personal information on an individual in Spain.

The ruling has been widely, albeit inaccurately, referred to as creating a “Right to be Forgotten."

In the aftermath of the ruling, Google convened an independent panel to advise it on performing "the balancing act between an individual’s right to privacy and the public’s interest in access to information." The findings are based in part on a series of public consultations across Europe.

Google Analytics on the Line: Using Data for Better Insights

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Gartner predicted that by 2015 there would be 4.4 million big data jobs, but that only one third of them would be successfully filled. This presents a huge opportunity for marketing professionals to advance in their roles by learning more about digital analytics, as well as how to accurately interpret and implement data to improve their company’s performance.

Here's an overview of several Google Analytics reports that in-house marketers can use to glean insight to develop new strategies, prove digital marketing’s worth in relation to the company’s overall growth and assist other departments in successfully reaching their goals.

A Marketer's Guide to Digital Image Rights & Permissions

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Brands and marketers, listen up. It’s 2015, and if digital image rights and permissions haven’t been something you’ve addressed, you need to start now.

Why? Because as you’re increasing your use of imagery and visual communication (as all of us are), you’re also increasing your risk of a potential legal problem or damaging your brand.

Just think about the breadth of social media options alone that leverage digital images — Facebook, Twitter, Pinterest, Instagram, Tumblr, blogs. With varying usage terms across these platforms and a public that continues to view copyright law loosely, marketers using images need to confront the many shades of grey regarding what is legally permissible and what may cause a rights quagmire.

Customer Communication: Let Your Context Be Your Guide

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You’ve just recovered from a bout with pneumonia and your best friend comes by for a visit. Ignoring your puffy eyes and exhausted demeanor, she says, “Let’s go for a run!”

“That’s contextually wrong,” Tara Kelly, president and CEO of Calgary, Alberta-based SPLICE Software told CMSWire. “It emotionally disengages you from that person.”

Kelly gave us this example during an interview that touched on the importance of context in customer interactions, and the need to incorporate the human voice into your marketing mix to enhance the customer experience.

“Whether customer communication is automated, written or with a live agent, you want to ensure it’s contextually accurate,” she said.

Marketer's Dilemma: Too Much Transparency, Too Much Work?

Digital advertising is becoming more self-service and transparent -- but also more complicated for marketers tasked with pulling and analyzing multiple sources of data.

In the past handful of years, increasing numbers of ad technology providers have opened up their reporting tools to clients and agencies. And while marketers actively embrace transparency as a good thing, they caution that it also comes with new, time-sucking responsibilities.

The debatable question: Can marketers effectively and efficiently learn to use multiple reporting tools to tap the data and insights previously provided through managed services?

How Forrester Views its 10 Web Content Management Sharks

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To get into Forrester's Web Content Management Club, you have to have a few things. Like $50 million, for starters.

Forrester's top 10 WCM vendors, which the Cambridge, Mass.-based research organization announced yesterday in its Wave, must have at least $50 million in WCM or digital experience revenue annually.

They also need "significant interest from Forrester clients" and "experience as the primary solution for web content management in large organizations."

In other words, we're swimming with web content management sharks here, not pond minnows. 

Which shark has the best bite? Forrester researchers said Adobe Systems for its Adobe Experience Manager 6.0. Sitecore was also named a leader.

Acquia, OpenText, SDL, HP, IBM and Oracle were cited by Forrester as "strong performers." And Ektron and EPiServer -- now merged -- got nods individually as "contenders." In all, the top 10 includes six American-rooted companies, three European and one Canadian.  

Let's take a peek into how Forrester researchers analyze each shark.

Salesforce Makes Another Bet on E-Commerce

Hoping to extend its presence in e-commerce, Salesforce has invested millions of dollars in SteelBrick — the cloud software giant's second bet on the fast-growing Configure Price Quote (CPQ) market this week.

SteelBrick said today San Francisco-based Salesforce joined its $18 million Series B funding round, which was led by Shasta VenturesEmergence Capital and company managers also participated in the round.

SteelBrick CEO Godard Abel told CMSWire the investment shows that Salesforce is moving beyond its traditional customer relationship management (CRM) functions.

Why Translation is Becoming Invisible

2015-05-February-Location.jpgIf you’ve ever tried to find a hotel in Paris without knowing French or searched for that famous restaurant in Beijing without Chinese skills, you know that navigating a foreign country can be an adventure -- to put it mildly. Tech companies from Microsoft to Google are helping remove difficulties by building increasingly sophisticated translation capabilities, such as real-time voice translation.

Average users can now employ their mobile devices to ease the transition between cultures, and they expect similar progress in your company’s website and app. How do you make your multilingual presence not cumbersome nor half-finished, but seamless and invisible?

How to Staff a Content Marketing Team

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Behind every great piece of content marketing is a great content team.

That should be obvious, but for all the emphasis brands are placing on content marketing, surprisingly little is said about the teams that make it work. Surprising because while marketers are shifting more dollars toward content marketing, the sector is suffering from a huge staffing problem. Nearly half of all B2C marketers have dedicated content teams within their organizations, according to the latest annual trend report from the Content Marketing Institute (pdf). Yet the same report found that a third of the 5,000-plus marketers surveyed said they had trouble finding trained content marketing professionals.

How Google Analytics Tools Can Minimize Data Errors

Ever wish you could take something back? It happens — and we all make mistakes.   

For businesses, mistakes often happen when selecting data sources for analytic reporting. But with the addition of a data retrieval feature in Google Analytics, there is now a suite of tools that can help minimize data source errors and permit users to make corrections as needed.

Here's how the diagnostic tools can keep Google Analytics reporting accurately.

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