While writing a description of pre-conference tutorial session that I may give later this year, I realized that I should probably post it as a blog entry as well. As I’ve seen repeatedly over the past year, there is a huge demand in the market for this kind of training. Among companies that have just bought (or are considering) web content management or customer experience management software, a fairly high percentage don’t know where or how to start the actual work of implementing a CXM strategy. So here is the description. Anyone at a company in this situation is welcome to e-mail or call me, even if just to chat.
Session Title: Practical Advice on Implementing a CXM Strategy – Lessons from the Field
Session Description: After helping clients define CXM requirements and make software purchase decisions, we have often seen them struggle to implement an overall CXM process that works well. One customer, who had tested quite a number of the leading CXM platforms, said the following: “So we’ve seen the best software products available. We’ve seen how some of the best digital marketers at other companies are using these products. And we have a good understanding of what we would like to accomplish. But we have a long history of managing content and interacting with our customers in ways that may not allow us to take advantage of the promise of the new CXM tools. What can we do as a business to get from the way we do things now to being good customer experience managers?”
In this session, we will take a look at some initial and intermediate steps companies can take to establish a CXM operation that effectively assembles all three of the technology-people-process components. This session is best suited for those with a working knowledge of CXM, a raft of outdated technologies and processes, and real challenges on the subject of what to do next.