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Customer Experience Management (CXM) Articles

Allegiance Wants to 'Change the DNA' of Customer Experience

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It isn't always pleasant to acknowledge the negative. But the data didn't lie — and HireVue reports it revealed a story of customer dissatisfaction. 

Porter Williams, director operations and client services at HireVue, a 150-employee human resources technology provider, told CMSWire a quarterly survey showed a high level of discontent among customers migrating from the company's old platform to a new one.

“This set of unhappy customers represented 20 percent of our customer base,” Williams said. “And most were up for renewal. A huge percentage of our customer base might have defected if we had been oblivious to their concerns.”

Instead, it addressed them — with the help of customer data insights from the Allegiance Software customer experience platform. It’s one reason South Jordan, Utah-based Allegiance has been able to increase its workforce 50 percent the past couple of years to 115.

Getting Started with Digital Asset Management

Getting Started with Digital Asset ManagementDAM education materials used to be scarce. We had Peter Krogh’s now legendary DAM Book, but the book’s “Digital Asset Management for photographers” subtitle left a sizable portion of would-be DAM professionals feeling left out. (Even though they should have read the book anyway.) There were a few other books, but they were either a. also for specific audiences or b. were so old that one had to wonder if, by press time, DAM’s best practices were still yet to be invented.

Things have changed. 

Important Innovation vs. Endless Expansion in WCM

Important Innovation vs. Endless Expansion in WCMWeb Content Management (WCM) is in the middle of an important innovation phase. That's right, I said it. “Innovation” because we are seeing new, as yet unmet, challenges being addressed with new capabilities. And “important” (as opposed to “trendy”) because our experience is that many of these new capabilities from WCM providers sit squarely on fixing things that don’t happen in a customer’s browser window.

Google's New Terms of Service Raise Privacy Concerns

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Google has more rights to the personal content users share than most people may have realized.

In its recently updated terms of service, the company acknowledges that it not only scans email, but retains the right to use personal content for marketing and internal development purposes.

If that's not enough to make you jittery, consider this: There could be even less privacy down the line. Google has significant mobile ambitions, including its modular smartphone dubbed Project Ara. Google previewed the phone, now in the earliest stages of development, at a developer event in Santa Clara, Calif. this week.

Cell phones pose multiple privacy problems, including lack of anonymity, location tracking and easy interception.

Make the Customer the Focus of Online Experiences

Nearly seven in 10 customers have had an unsatisfactory e-commerce experience in the past year, according to a new Forrester Wave on customer service solutions. That's a disturbing and eye-opening statistic, noted Kate Leggett, primary author of The Forrester Wave Customer Service Solutions For Enterprise Organizations Q2 2014 (registration required).

Leggett and co-authors Stephen Powers, Michael Facemire and Victoria Boutan identified the 11 most significant customer service solutions, but also warned that not all vendors are making the grade.

Marketers: Make Mobile Ads More Relevant, Compelling

customer experience, Breaking Through the Mobile Haze with Relevant Ad Strategy

Organizations that advertise in mobile using a comprehensive mobile-first strategy rather than waiting on flashy technology to do the trick will win, according to new research by Forrester.

The report, Mobile Advertising: It's Time To Get Personal, claims marketers are not delivering when it comes to mobile advertising.

Without mobile-first marketing, organizations miss the opportunity to make their ads effective, said report author Jennifer Wise, a Forrester Research analyst focused on mobile marketing.

"Your mobile customer turned to his phone in that moment to do something else, whether it was to entertain himself with Candy Crush, get directions or read an article," Wise said. "Since you are 'borrowing' from this experience with your ad, that ad has to be respectful of the experience and compelling enough to get them to switch gears and focus on your brand. This means they require a new level of integration and relevancy."

Microsoft Dynamics Will 'Capture Marketers Imaginations'

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So the Big Guy is coming to marketing sometime this quarter.

Microsoft Dynamics Marketing. A 35-country launch. Ten languages. Scared yet?

“We’re really going to capture marketers’ imaginations around our customer and marketing analytics,” said Jamie Fiorda, director of Worldwide Product Marketing at Redmond, Wash.-based Microsoft.

“Every marketer is trying to prove his value and prove his investments are making an impact. What we can do with Microsoft Excel through Power BI is truly beautiful, amazing and simple.”

Will an industry drowned in marketing software bite on Bill Gates’ old stomping grounds? Has Adobe, Salesforce, Oracle, SAP, IBM had their heyday, and will Dynamics Marketing have the SharePoint effect?

Get Serious About Your Brand's Mobile Presence

Mobile gives brands a significant opportunity to reach consumers on the go, but many haven’t been able to figure out the right way to deliver a quality mobile experience. A poorly designed mobile site can create a disjointed, confusing and cluttered experience which doesn’t foster brand loyalty or drive sales -- all important goals for brand marketers. It’s not just about creating a great desktop website and squeezing that onto a smaller screen. Brands need to think about mobile first design.

Q2 Planning: Top Digital Marketing, Social Business Conferences & Events (16-Apr-14)

Our industry event planner gives you the heads-up on what key industry events are coming around the corner. If we've missed something, don't hesitate to add your event to the list. (You can also view the full calendar here.)

7 Key Features of Customer Community Platforms
Understand the benefits of customer communities, assess your readiness, and choose the right community platform.
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5 Minutes with Forrester's Melissa Parrish

Thumbnail image for 2014-10-April-Melissa-Parrish.jpgMaybe it's a phone on a bus, or a tablet in a store or the laptop on your coffee table. Maybe you're wearing it on your wrist or over your eyes. Whatever it is, it knows who you are, where you are and the best way to reach you at any moment.

That may seem a little creepy until you consider you bought those devices to get helpful information, and in order to help you, they need to know the who-where-when-why of what you're all about. Of course, marketers want that info, too.

In the parlance of Melissa Parrish, this makes you "addressable," and it's transforming the very nature of marketing. About half of US online adults are now "always addressable," she says, and the number is rising oh-so rapidly.

Twitter Gets Its Grip on Gnip

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Twitter has just announced that it is buying social data harvester Gnip, but it hasn’t explained how it intends to make money on the back of the deal.

Neither has it explained how Gnip will sit with Twitter once the deal has closed, nor indeed, what is likely to happen in the future.

Maybe it’s a bit premature to be looking for answers to questions like those given that the deal was only announced this morning, but details about how this will unfold over the coming months are so scanty that you’d almost think Twitter doesn’t really know how it is going to incorporate Gnip into the fold. It hasn’t even disclosed how much it paid.

Adobe: IBM's Silverpop Deal Could Trigger 'Nightmare'

customer experience, Adobe Calls IBM's Silverpop Acquisition a 'Nightmare'

IBM’s acquisition of Silverpop will create “headaches” for marketers using Big Blue platforms because of “silo problems” that will lead to a potentially expensive “integration nightmare,” according to a top official at Adobe, a leading competitor.

Suresh Vittal, vice president of marketing strategy for Adobe’s Digital Marketing business, told CMSWire that IBM, which typically sells to CIOs, is trying to hand marketing to IT.

“This acquisition feels like an attempt to fix the failings in the Unica acquisition: namely email and cross-channel execution,” Vittal said. “We think Silverpop is a partial answer that creates significant overlap problems for both Unica and Silverpop clients.”

Manage Ad Hoc Analytics Requests Before They Bog You Down

Five Ways to Decrease Ad Hoc Analytics RequestsIn my first job as a web analyst in the late ‘90s, I worked in an IT department of a large telecommunications company. The analytics team consisted of me and another person who was part time. We worked out a pretty good process of providing standardized reporting to about 40 marketers, content editors and executives on a monthly basis.

This system would work great until our manager would stop by one of our cubes with a time-consuming, ad hoc request that would throw off our timing and perfectly tuned schedule.  The requests weren't necessarily difficult -- like running a geolocation visit report based on a specific date range -- they just came at inopportune times and would throw our schedule off. We called these random requests “drive bys.”

Finding Revenue in the Marketing Automation Minefield

Technology without the right strategy just means we do more of the wrong things faster.

That's what Dr. Natalie Petouhoff, vice president and principal analyst at Constellation Research, has learned working closely with chief marketing officers.

"Software has the potential to create and drive revenue when it’s attached to the right strategy," Petouhoff told CMSWire shortly after she and Constellation released this month "Data-Driven Marketing Campaign Optimization." (Snapshot).

Marketers can navigate through the minefields of data and software, Petouhoff said, by enlisting the help of tech-savvy colleagues, keeping a close eye on competitors and by managing the omnichannel world by knowing your customers' preferences.

Dream On Salesforce, SAP Prez Unimpressed by Your Threats

Dream On Salesforce, SAP Prez Unimpressed by Your ThreatsSAP is too classy to laugh at Salesforce president Keith Block’s pretentious remarks, as he runs from city to city saying things like “You’re going down SAP.”

“It's great that Salesforce.com has aspirations to be bigger than SAP,” said Steve Lucas, president, SAP Platform Solutions. “But ultimately we don't care what competitors think, we only care about what our customers and partners think and how to make them successful.”

“If we stick to that,” added Lucas, “we will win.” 

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