Why you don't need a CXM platform
17
Why You Don’t Need a CXM Platform Research and advisory services to help you make the right technology and strategy decisions. Specific advice. Best-practice approaches. The Real Story. Irina Guseva Senior Analyst @irina_guseva
-
Upload
irina-guseva -
Category
Documents
-
view
1.729 -
download
1
description
With so many buzzwords in our industry — like CXM, CEM, WCXM, WEM — it is no wonder that many technology buyers are confused, and many technology vendors exploit that to their advantage. In this session Irina Guseva will talk about what exactly is CXM and how it applies and, more importantly, doesn’t apply to the discipline of content management. You will learn what differentiates CMSs that have experience management capabilities, and why you should stay away from the so-called “CXM platforms and ”leading CXM vendors”.
Transcript of Why you don't need a CXM platform
- 1. Why You Dont Need a CXM Platform!Research and advisory services to help you make theright technology and strategy decisions.!Specic advice. Best-practice approaches. The Real Story.! Irina Guseva Senior Analyst @irina_guseva
2. Real Story Group: What We DoAnalyze weaknessesand strengths of thetools....and vendorsAdvise on successfultechnology selectionand implementationbest practices Over 3,000 customers in 60+ countries Analysts on 3 continents We consult only to end-users, never to vendors we evaluate Copyright 2012 Real Story Group 3. What Independence Means To UsCopyright 2012 Real Story Group 4. Finding Your Way...Copyright 2010 Real Story Group Copyright 2012 Real Story Group www.realstorygroup.com 5. What is CXM? CXM (Customer eXperience Management) is a strategy and practice for managing customer experiences online (including web, email, social and mobile) and offline (including print, call centers and branches) + to acquire, retain and turn customers into satisfied, loyal brand advocates and ambassadors. CXM is *not*: UX/UI Technology Platform/suite Copyright 2012 Real Story Group 5 6. Example of a CXM ApproachCopyright 2012 Real Story Group 7. Example of a CXM ApproachCopyright 2012 Real Story Group 8. Example of a CXM ApproachCopyright 2012 Real Story Group 9. XCMS and CXM Are RelatedContent Management is not dead! Core CMSfunctionalities are more critical than ever!Copyright 2012 Real Story Group 10. CMS Vendors Go After the Latest Buzzwords2000- 2011-?2011CMS WEMWCM WXMWCMSWCXMCopyright 2012 Real Story Group 11. WCXM Is Part of CXMWCXM MobileDigital MarketingeCommerceDAM SocialIntelligence CXM CRM Profiling & PersonalizationCall Centers &Kiosks Analytics & OptimizationCopyright 2012 Real Story Group 12. Example of a CXM Suite/PlatformCopyright 2012 Real Story Group 13. Example of a CXM Suite/PlatformCopyright 2012 Real Story Group 14. Addressing Different Key ChallengesWeb Publishing Customer eXperience(WCM, CMS, WCXM, etc.) Management (CXM) Basic web publishing Customer eXperience Multichannel deliveryManagement strategy Mobile delivery Customer service Web Experience Management Maintenance and Routing workflow and optimization of a CEM approvalspractice Potential social channel Brand loyalty management Increased revenue Copyright 2012 Real Story Group 15. What You Need to Remember Its OK to source separate CXM components instead of a suite/platform Evaluate suits and platforms carefully WCXM is not dead Dont forget about content strategy Invest into integrations & do homework on best-of-breed solutions Before investing in technology, think about your goals and use cases CXM is not a technology, but a strategyCopyright 2012 Real Story Group 16. Thank you! Please visit our web site: www.realstorygroup.com/ Vendor/product evaluations Analyst advisory papers Webinars Education courses One-on-one analyst advice Download a free WCXM research sample:www.realstorygroup.com/SampleCopyright 2012 Real Story Group 17. Lets Continue the Conversation...! !@irina_guseva! [email protected]! !
