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Customer Experience Management (CXM) Articles

Think Your Customer Experience Is Perfect? Test Again

2015-12-January-Test.jpgBusinesses, and the people who power them, easily fall into routines. Once we find a process or program that works, we stick with it. Routines bring predictability and stability, but if they go unexamined or fail to incorporate feedback, they can get in the way of providing exceptional customer experiences.

Outdated routines fail to address the changing business landscape, and assume that what was true in the past remains true today. Customer experiences are rarely perfect. However, by injecting testing into our culture and processes, we get closer to understanding what today’s perfect customer experience may be.

Advertising and Marketing are Broken: How Do We Fix Them?

So much advertising and marketing is based on false promises and exaggeration. This sort of corporate propaganda is facing an increasing backlash. 

Week in Review: DAM in 2015 + Information Governance

Looking Through DAM Lens
Two views: DAM's goals in 2015 and beyond.

Where the Mobile March Leads
Time to catch up -- and mobile comes first.

Simply Irresistible?
Microsoft wants to be the digital go-to.

Making Social More Social
Social needs a little face time.

Call for Strategic Governance
Information management needs governance.

IT -- College Degree Required?
What are the educational prerequisites for tech? 

Buyer's Guide: Selecting a CMS that Supports Your Business 
Key insights and current trends to guide you through the buying process.

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IgnitionOne: We've Solved the Major Mobile Marketing Challenge

Marketers rely on cookie-based attribution technology to gain insight about customers on desktops. But they need better sources of information on mobile — and New York City-based IgnitionOne claims it can help.

IgnitionOne just debuted MobileAssist, a solution that helps marketers track cross-device conversions. IgnitionOne President Roger Barnette said MobileAssist solves a major mobile marketing challenge: determining how mobile advertising has supported conversions and sales.

Contact Center Fraud: 3 Things You Need to Know

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While the media has focused its attention on the seemingly never-ending data breaches that occurred over the past year, another type of fraud is on the rise again, threatening customer loyalty and wallet share of financial institutions and businesses in similar high-risk industries.

According to an infographic by NICE Systems, 90 percent of fraud cases involve at least one interaction in the customer contact center. In addition, after becoming a victim to fraud, 40 percent of customers close their accounts with their financial institution, and an additional 40 percent reduce their wallet share.

5 Technology Skills Every Marketer Needs Today

Marketers today are at a serious crossroads. Take this recent Gartner report, which shows that CMOs will spend more on IT than CIOs by 2017. Few marketers are technologists or IT specialists, but technology is changing everything about what they do and how they do it. The 21st century marketing landscape requires a whole new way of thinking about interacting with customers, adapting to technologies and translating insights into a return on investment for the entire organization. How can marketing professionals supplement their existing skill sets and get up to speed quickly and dynamically?

Kentico Version 8.2 Released

Kentico has released version 8.2 of its integrated marketing solution — just months after version 8.1 and less than a year from 8.0 last March. The company claims the update will make it easier and faster to launch and manage digital marketing campaigns.

True or False: Social Media Marketing Works

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As someone who earns a living helping B2B marketers make social media work, I was surprised by a recent claim from Forrester Research. Marketers use social networks like Facebook and Twitter to engage customers and prospects, Forrester noted. But then it added: it’s not working.

That's not the case, based on my experience.

Too Many B2Bs Fail to Track, Measure Social Media

Many B2Bs still have a lot to learn when it comes to social media smarts, according to a new report.

While most B2Bs know they should be engaging with their customers on social media, they're often not using available tools to harvest critical data and put it to use.

Rather, they treat social as a check box, said Jacques Begin, a research analyst in the technology practice at SiriusDecisions, a B2B research and advisory firm. The firm produced the report, SiriusView: Social Media Intelligence 2015 and Infographic.

“In some cases, marketers are mandated with creating a Facebook page. And once they're finished they check the ‘social box.’ Very little thought is given on how to effectively maximize a social presence afterwards in terms of intelligence, customer interactions and demand creation,” he said.

Microsoft Ups Its Customer Experience Play

Microsoft is flexing its customer experience muscles. Last night it announced the spring release of Parature will come with more than 30 new “high priority” customer capabilities. They're designed to help businesses streamline and improve their customer experience strategies.

The release follows the acquisition of Parature by Microsoft last February for a reported $100 million. The purchase price is a relative pittance in comparison to many current tech deals — especially since the value it will bring to Microsoft’s customer relationship management (CRM) portfolio is incalculable.

Q1 Planning: Top Marketing Technology, Social Business Conferences & Events (08-Jan-15)

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.)

You're Invited: Total Economic Impact of a Workflow Automation Solution

Join CMSWire and Nintex on January 13th for a one-hour webinar to explore a Forrester study on effective workflow automation results.

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DAM's Roadmap for 2015 and Beyond: Interoperability, Analytics

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A number of vendors in the DAM industry were asked one question, "What innovative new features and technologies will you offer in 2015?" And while the DAM and MAM industry is diverse, four clear trends emerged. We covered the plans for reimagined user interfaces and approaches to making video more accessible yesterday, which leaves us with the question of interoperability between systems and vendor's efforts to meet the demand for built in business intelligence and analytics. 

2014 Action Item: Did Marketers Master Blogging?

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We've all seen company blogs dash out of the starting gate like an Olympian sprinter.

Then it's a slow jog. A walk. A crawl.

And, finally, a death. It stops entirely, and your latest blog post is from the days of the Bush Administration.

Blogging -- and blogging consistently -- is critical for businesses, Dorie Clark, CEO of Clark Strategic Communications and a Forbes and Harvard Business Review contributor, told us last year. It was an imperative for 2014, Clark said.

So how did businesses and marketers do? We caught up Clark to find out. (Check out yesterday's "2014 action item" catch-up with Carla Johnson on agile marketing).

The Year B2B Marketing Stops Playing Second Fiddle to Sales

2015-07-January-Honkytonk.jpgAs a career-long B2B marketer, I notice and appreciate the way consumer brands speak to (or attempt to) speak to me. It’s easy as B2B marketers to get caught up in our own world, our own language, our internal nuances and what we “feel” will resonate with audiences. And often, the pressure to sell more or drive leads takes precedence over doing our research and really nailing the message.

Which is why, with every company I join, the first place I start is the story. Who are we talking to? Are we speaking their language? What do they really care about? And what challenges are we going to help them overcome? The bottom line: you’re never going to pass the class if you don’t first do your homework. So as we embark on another year, here a few reminders of B2B marketing strategies you can’t afford to leave on the table.

New Year's Resolutions: An Annual Source of Anger, Disgust

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Do New Year's resolutions make us angry, annoyed and even disgusted? If you’ve stepped into an over-crowded gym this week, the easy answer is yes.

The regulars are disturbed that their “homes” have been invaded by the crowd that has pledged to finally lose weight. And the resolution makers are frustrated that they have to get off of the couch and go do something.

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