In response to CMSWire’s May 23 Tweet Jam on the role of mobile within customer experience management (CXM), I interviewed five of my company's end-user clients, as well as two leading CXM vendors, to ascertain what they viewed as the top 3-5 mobile CXM technology requirements.

Here they are:

1. Responsive Design Tools

The CXM platform’s development environment must include tools and technologies to empower developers to create websites that incorporate the principles of responsive design.

2. Mobile-Specific Analytics

Enabling CXM users to communicate effectively with their customers requires the ability to identify and tag user data and behavioral patterns collected from mobile devices (and not simply include it, untagged, in user profiles).Subsequently, the CXM software must be able to deliver mobile-specific recommendations, advertising or other marketing campaign materials in the right device format, at the right time, and/or at the right user location.

3. Cross-Channel User Profile Building Capability

Fully-functional CXM platforms should be able to assemblecomplete individual user profiles with data collected from smart phones, tablets, PCs, kiosks, POS systems, et al.Because these data supply meaningful contextual information, understanding of user behavior improves exponentially as the number of such data sources increases.

4. Ability to “Complete Customers’ Transactions.”

Often, there is some desired outcome of discrete chunks of user behavior, such as purchasing goods or services, downloading marketing materials or navigating to a partner’s website.The range of “completed” transaction types is very broad.

But regardless of the specific goal, a CXM platform must provide the technological foundation both to influence user behavior and to see it through to its logical conclusion.Examples of failure would include attempting to display drop-down menus (run scripts) that do not work on that device, not including decompression software to unpack files (resulting in MIME type errors), and so on.

Taken together, these top requirements show that mobile marketers must:

Learning Opportunities

  1. Consider a broad range of their customers’ use cases, reflecting on the number and types of possible technological variations (device, OS, etc.)
  2. Step through each use case step-by-step to make sure that their CXM platform can collect and analyze as much user data as is available.For mobile customers, contextual information such as time and place become critically important.
  3. Ensure that the CXM platform can deliver personalized experiences and make actionable recommendations based on a unified (multi-device) set of user data.This includes but is not limited to the delivery of only the relevant parts of mobile marketing campaigns, position-and profile-based information, etc.

Caveat emptor.Currently, the CXM market is full of products with wildly different feature-functionality.As mentioned in last week’s CMSWire Tweet Jam, one of my company’s larger clients recently selected one CXM vendor finalist over another, citing lack of mobile functionality as a primary reason.

Vigilant CXM software purchasers will include questions related to all seven of the enumerated items above in their vendor RFPs and demo use cases.

Caveat vendor.If you want to compete effectively in today’s CXM market, you must not only understand your customers’ and prospects’ current mobile-specific content requirements, you must also quickly link the impact of changes in quickly-evolving mobile usage patterns to your WCM, CMS and CXM product roadmaps.

Title image courtesy of antoniomas (Shutterstock).

Editor's Note: To read more by Tony White: