Is effective Internet copyright enforcement even possible? “We won’t know,” writes blogger Kevin Drum, “until we try.” But Congress has been “trying” for two decades, with ever-larger costs to consumers and taxpayers.

(Source: addtoany.com)

“Customer Experience Management“, “CXM“, “CEM”; the term is everywhere right now. New titles (Chief Experience Officer, or CXO) and conferences dedicated to the topic are popping up everywhere.

Why? Because providing satisfying customer experiences has a real impact on the bottom line:

• Forrester estimates that improved experiences can drive from $46M to $1.7B in increased revenues, depending on the industry.
• Bruce Temkin conducted a survey that showed that experience leaders exceeded laggards by roughly 15% in terms of their customers’ willingness to buy more, reduced likelihood to switch, and likelihood to recommend.
• Aveus conducted a research study and found that “organizations that have a well-understood definition of customer experience are twice as likely to beat their profit targets than those who do not.”

Results like these get noticed, and more and more clients are asking about for digital tools that provide “an ideal digital customer experience.” However, few fully understand what it takes to develop, deliver and continually optimize one digital channel (i.e., web), let alone a collection of interconnected channels (web + mobile + social + email). They also don’t always know where to start; for example, customer experience management should ideally focus on improving each and every customer touchpoint and interaction. Most businesses, however, simply don’t have the time and resources needed to make a wholesale change to the way they interact with customers via their marketing, sales, and customer service systems.

So the real questions are:

1. Where is the best place to start developing and maturing your experience management capabilities?
2. How do you develop a realistic roadmap forward for developing and maturing the technology, people and processes needed to execute and optimize an integrated multichannel customer experience that delivers business results?

Having spent a number of years as both a company executive and consultant, I’ve been on both the strategy development and implementation sides of the equation, and I know that the answer to each of these questions will be uniquely different every each company or organization. That said, in my experience, the process of determining where to start – and the roadmap forward – are similar no matter what the size or complexity of of a business. In the coming days, I’ll be working to develop each of these steps in detail in separate blog posts. For now, here are the basic steps as I have seen them play out time and time again…”.

More….

2011 was dominated by the trend of convergence; more than one WCM platform began the transition from digital content management tool to customer engagement and marketing platform by improving the analytic and personalization capabilities of its offerings. These efforts are a step in the right direction. Content will forever be the “meat” in the marketing sandwich, so building out from this center only makes good sense. However, even this new breed of Web CMSs have a long way to go before they singularly provide the tools and functionality that savvy, enterprise-scale marketing and IT teams are demanding right now. To meet those needs, the biggest trend of 2012 is likely to be the emergence of digital marketing platforms via the integration of existing enterprise software tools.

With the vast majority of consumers more digitally sophisticated than ever before, now is the time to get your Multi-Channel Digital Engagement strategy up-and-running.

Multi-Channel Digital Engagement means creating personally relevant experiences across the full-range of a customers’ digital journey with your product or service, whether that channel be Web, email, social, mobile, and others. In this video, Siteworx shares four questions you should ask in order to know which digital interactions are the right ones to structure:

1. How does your audience perceive your brand in the digital space?
2. Where is your audience engaging with your brand?
3. Who is your audience, both in terms of psychographics and demographics?
4. What does your audience want to achieve when engaging with your brand through your digital channels?

Being able to answer these four questions will help get your Multi-Channel Digital Engagement strategy, and the tactics associated, moving full-speed ahead.

For more, watch, “The Challenge of Multi-Channel Engagement.

(Source: youtu.be)