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Customer Experience Management (CXM) Articles

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.

Adobe Enters Government Cloud Space [Infographic]

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Adobe is moving into the government cloud space.

What’s more, it's doing so with Adobe Experience Manager. The result is a set of solutions that many public users will already be familiar with — and should also provide other vendors in the space something to think about.

According to Adobe’s John Landwehr, Adobe public sector Chief Technical Officer, the product has a punch that its competitors don’t have. Landwehr told CMSWire that the Adobe offering is more than just cloud infrastructure. It’s an entire integrated solutions package, he said.

For Digital Marketers, Agility Is a Good Thing [Infographic]

Successful marketers have dedicated project managers, a formal content review structure and strong automation of workflows. Ideally, they also administer project management software — without reliance on the IT department.

These are some of the findings from researchers at ProofHQ, a Dallas- and London-based provider that surveyed about 500 marketers for a report entitled, "4 Insights Proven to Increase Marketing Agility."

"The key is an agile approach and a collaborative environment for the entire team," said Brandon Pindulic, a Boston-based digital marketing specialist who works for ProofHQ. "The more unproductive teams felt like they didn't have a system. They relied on long email threads for reviewing and approving content."

Guess Who Remained Queen of the Forrester Wave for WCM?

Adobe maintained its multi-year reign at the top of the Forrester Wave for Web Content Management (WCM) today.

The San Jose, Calif. provider, which offers the Adobe Experience Manager WCM suite, was ranked highest in the Forrester Wave for Web Content Management for Digital Experiences for the first quarter of this year. "Adobe is a standout with its integrated portfolio," Forrester stated.

Adobe topped Forrester's only other leader, Copenhagen-based Sitecore, for its current offering and strategy in the Wave released today. Sitecore, a "strong performer" for Forrester last time around, "has a strong product and high growth."

What's IBM-Silverpop's Digital Experience Pathway in 2015?

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Anyone anxious to see what's coming out of IBM's acquisition of behavioral marketing specialist Silverpop will have to wait a few more months.

Officials have some news to announce regarding the Silverpop technology but won't release it until later in the year.

But they aren't sitting still, according to Bill Nussey, CEO of Silverpop, which now operates under the IBM ExperienceOne customer experience platform.

"The last eight months we've probably put more connection points in both from a business and product view than you can even count," Nussey told CMSWire. "The vision we brought to IBM is intact but amplified greatly."

Retail, Travel Customer Satisfaction Dropped in Q4

Holiday shopping and travel took a toll on customer satisfaction in late 2014. According to the latest Zendesk Benchmark report, overall global customer satisfaction was down in the fourth quarter — especially in travel and retail.

Global Customer Satisfaction dropped to 94.71 percent in the last three months of the year, down 0.26 points from the previous quarter. Customer satisfaction in travel and retail both dropped 0.9 percent from the previous quarter to 90.9 percent and 89.1 percent, respectively.

Asia showed the greatest improvement in customer satisfaction over the previous quarter: China, Singapore and Vietnam posted the largest gains, but could not unseat Belgium, New Zealand or Ireland from the top spots, which posted the highest scores for the second quarter in a row.

On the industry side, marketing and advertising, web hosting and real estate posted the greatest improvements, but were still unable to unseat government and non-profit, IT services and consultancy, and healthcare from the top spots.

Q1 Planning: Top Marketing Technology, Social Business Conferences & Events (04-Feb-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: CMSWire Tweet Jam: The Future of Digital Experience #CXMChat

Be sure to mark your calendars for what's sure to be another great CMSWire Tweet Jam! Taking place on Thursday, February 26th, we'll be discussing the future of Digital Experience -- emerging patterns and aging Paradigms.

> Register Now

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Brand Relationships Made to Last

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Ryan Taggerty is a dedicated practitioner in a highly skilled -- but nostalgic -- field of expertise. Dr. Tagg, as he is known professionally, is a doll doctor. His is a disappearing discipline because, as Ryan says, “they are no longer made to last.”

The same might be said of brands.

Get Ready for the Next Generation of Smart Products

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The emerging smart connected products are setting a new standard for businesses of the future. From the fashion and telecom industries to the medical sector, IoT is providing secure, strategic new initiatives which are transforming the way we do business.

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