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Customer Experience Management (CXM) Articles

Avoid Impulse Buys when Shopping for Marketing Technology

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My wife's shopping approach is pretty simple: she sees something she wants and buys it.

And, if one of her friends has it, that's a no-brainer. She needs it, too.

Marketers can't be like my wife when choosing technology. As they stare into the 1,876-vendor abyss, marketers need to do a little homework and always remember their organization's business strategy.

"My advice is to step back and take a fresh view, using tools like @chiefmartec’s landscape," said Scott Vaughan, CMO at Scottsdale, Ariz.-based Integrate. "Good planning always starts with defining business strategy and customer goals and needs. You can then utilize what other tech-driven transformations have used -- create a 'blueprint' by taking inventory of current systems, processes and data flow."

5 Requirements of Agile Digital Marketing

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Everyone wants to be agile these days. Whether it's a bunch of senior execs in a boardroom, or a group of super software gurus in an “idea space” full of Nerf balls, or anyone in between. Things just move too fast and we need to adjust on the fly.

So how does marketing get agile? 

Google Confirms Data Sharing Deal With Twitter

People will find out what you're tweeting quicker, thanks to a partnership between Google and Twitter. The deal, confirmed in Twitter's fourth quarter earnings call, will allow Twitter to provide Google with tweets as soon as they're posted to the social networking site.

Through the arrangement, Twitter hopes to expand its reach to more users. Twitter also has similar deals with Microsoft and Yahoo, but Google, as we all know, has the lion's share of the search engine market.

FAQs are the Dinosaurs of Web Navigation

The purpose of classification, navigation and search is to deal with customers’ frequently asked questions (FAQs).

A Look at the Google Customer Journey Tool

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One of the most daunting aspects of a multichannel marketing strategy is determining what medium consistently attracts potential customers.  

Does an email or a tweet pique a customer’s interest? Precise understanding on digital influence is tricky, but combining Google Customer Journey Tool with analytics reports can bring marketing much closer to an easier understanding of that influence.

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?

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