What is customer experience management? A marketing discipline. A set of software features. Deep Social integration. Nope. At its core, customer experience management is something much more fundamental: Ensuring the right experience for customers; the technology is just a mechanism to achieve it. It seems that enterprise CMS provider Hyland Software is at least one software company trying to get it right.

The Voice of the Customer

Most news from software companies relates to new releases, mergers or financial transactions, but not today. Today Hyland Software made an announcement about good, old customer service. The company  has formed a new customer experience department that will focus exclusively “on the voice of the customer.” The mission of the new Customer Experience team is to 

promote an exceptional experience for each and every customer during every interaction with Hyland employees partners or software.”

A.J. Hyland, Hyland’s president and CEO, said that Hyland wants to go beyond anecdotal evidence (you've gotten those surveys) that their customers are satisfied to learn exactly what customers think and make the feedback actionable. According to the company, the team will use tools such as surveys, personal communications and monitoring and engaging with customer communities to manage the customer experience. Hyland feels that, by improving engagement and communication, it can significantly differentiate itself from its peers.

Old is New Again?

Technology has always been focused on efficiency. However, the rise of social media and the increasing personalization of almost every digital service shows us that personal engagement and experiences that meet our unique needs are just as, if not more, important than consistency. Many companies try to achieve this by purchasing a platform or analyzing massive volumes of data to determine preferences, but Hyland may be taking the simplest and most effective route: Ask the customer.

This is not to say we should cast aside technological improvements that allow efficient communication. The right approach is probably a happy medium between old “hands-on” customer engagement and new technology-supported techniques. As the software market becomes more crowded, we will like see other vendors taking similar steps to differentiate themselves outside of the code -- or at least we can hope that we will.