3 Unique Views on Customer Experience Management

February 1, 2012By Fred Bals Comments

One of the cool things about working at Ektron is getting to see and hear smart people talk about things I don't know all that much about, like customer experience management, sometimes known as CEM and sometimes as CXM. As an aside, you can always tell when an idea is in flux when there's no general agreement about what to call it. Ideas in so much flux that you can't agree on their names are often game-changing ideas, and worth paying attention to. Look at what the idea of a "personal computer" has morphed into, from a big ol' honkin' machine on a desk, to something you can keep in a jacket pocket. A "PDA?" A "pad"?" A "tablet?" What the heck?

Anyway, I lean towards CXM in the great acronym wars, but I'm a wild and crazy sort of guy. The Big E that I call home has been hosting - and generating - a lot of great content on the subject of CXM. For example, our CMO, Tom Wentworth recently published an article in CMSwire noting that CXM isn't some sort of technology magic bullet where you pull the trigger and voila! your customers are blasted with a great experience. Rather than repeat Tom's argument, I'll let him make it himself in the video below.

Another video worth your attention is this one with Scott Liewehr, lead analyst for WCM at Gilbane. Scott discusses a new white paper covering customer experience management, its roots and related components. For those trying to understand the CXM market, both the video and white paper provide a good overview on customer experience management as well as detailing its benefits for enterprises. Get your copy of " Customer Experience Management: The New "New" of Digital Marketing and the Role of Web Content Management " by clicking on the preceding link.

And winding up, I commend to your attention a webinar Ektron conducted with Stephen Powers, Principal Analyst & Research Director at Forrester Research, Hope Frank, Chief Marketing Officer and Jeff Seacrest, Director, Partner Solutions at Webtrends. "Connecting Customer Experience Management to Increased Revenue" is an hour-long roundtable discussion on the emergence of new marketing channels, and the increasing connection between marketing systems to enhance the customer experience through personalization and optimization.