Customer Experience Management

Customer Experience Management: The real WCM Differentiator
A new type of online CXM solution set is emerging from the components of multiple technologies - including WCM - in order to better support the creation and management of rich, interactive, multichannel experiences. Forrester defines CXM as:

A set of solutions which enable the management and delivery of dynamic, targeted, consistent content, offers, products, and service interactions across digitally enabled consumer touchpoints.

Previously, organizations, processes, and technologies to serve the online channels were siloed, resulting in overhead, inconsistent experiences, and inability to measure results. However, as online initiatives have evolved and matured, so have product offerings to support those initiatives.

The key Components Of CXM

Three categories of solutions comprise online CXM: those based on process, delivery, and measurement.

• Process-based solutions enable business users to create experiences. Process-based solutions consist of tools that business users (as opposed to IT users) use to create and manage structured and unstructured content for customer experiences. This category includes WCM, digital asset management (DAM), eCommerce, customer relationship management (CRM), marketing campaign management, marketing resource management, desktop publishing tools (such as Microsoft Word), and interactive development environments (IDEs).


• Delivery solutions bring interactive experiences to customers. Vendors often tightly couple both WCM and eCommerce solutions with native delivery tiers, enabling businesses to create content and design and deliver experiences in a single package. But other technologies enable experience delivery, including rules- or algorithm-based content targeting solutions like search, personalization, and recommendations engines; marketing automation solutions such as campaign management and offer management; and customer service interaction management solutions that support customer data and history, customer self-service, knowledge management, and customer feedback management.


• Customer intelligence solutions enable businesses to gauge the success of experiences. A/B and multivariate testing enable marketers and business users to test out variations of experiences on certain demographics before rolling them out to a broader audience. Web analytics tools give insight into how consumers consume content and interact with experiences. Social analytics provide insight into how consumers engage with companies by monitoring social interactions.