The legendary American basketball player Michael Jordan once said “talent wins games, but teamwork and intelligence wins championships.” Nothing could be truer when it comes to how smart enterprises are approaching the deployment of solutions for managing digital experiences.
True customer experience management (or DX — Digital Experiences as Forrester is now calling it) is more than any one technology, and is more than any one person. It requires acquiring customer intelligence, then applying that to a creative and compelling content strategy and finally utilizing a suite of technology tools to dynamically adapt this content to the myriad contextual attributes with which the consumer may want to consume it.
But who is driving this process? In many cases, and in many reports, it seems that the CMO (or marketing team more generally) is the one responsible for this. But in most cases they are trying to do it alone, and are struggling to actually make it work. Innumerable reports, including this one from IBM, discuss how CMOs are struggling with deploying experience management technologies and processes.
And this is the key — truly delivering this new strategy is bigger than just one function in the business. And it’s also bigger than any one technology. Let’s look at each of these.
CXM - It Takes A Village Of Technology
As I said in the article I recently wrote for CMSWire, “A true CXM technology should be able to process the input of content from a multitude of sources — from other WCMS systems, to other systems like CRM, ERP, Ecommerce and Social Systems.”
This means that in many cases, a CXM strategy not only means replacing (or integrating with) a web content management tool, but also integrating with other enterprise technologies. And data from these technologies must be readily available in order to support CXM. Is it any surprise that, according to that same IBM study, 70% of CMO’s feel underprepared to carry through on the vision of delivering true customer experiences?
This is exacerbated by the fact that many marketing teams are moving very reactively to try and address some of these multi-channel experiences and using point solutions to drive experience-oriented tasks. As Robert Rose, a Senior Analyst with Digital Clarity Group wrote in February,
today’s global 5000 company uses parts of Google Analytics with their Omniture implementation, runs Hootsuite, have their CRM data in Salesforce, the sites are managed in their enterprise WCMS systems except for landing pages which are managed in Marketo. Is it any wonder that Gartner says the CMO is the new CIO? Marketers are up to their eyeballs in technology that means nothing to them.”
In short — this is NOT just a CMO’s game. You must have integrated technology across the entire business, and an entire team to support this.
Three Best Practices Of Team CXM
We're starting to enter a new era where we now have control over ALL of our Web environments. Many marketing organizations feel at least some level of comfort over their ability to get content out and managed across all the social, mobile and web channels they have to handle.
But delivering dynamic customer experiences that adapt to real-time attributes is another thing entirely. It is yet another complexity that the business faces. In our work with clients that are beginning this process of aligning the CMO and the CIO to deliver digital experiences, we've noticed three best practices that can help.
1. Set Common & Aligned Goals
One of the biggest challenges that we see is where technology teams and marketing teams have differing sets of goals and incentives. In many cases, the marketing team is measured on driving innovation and change, and IT is driven toward creating stability and mitigating risk.
In isolation, these goals might not necessarily conflict, but they often set up adversarial relationships, where marketing feels that technology groups aren't moving fast enough, or are that they are uninterested in making sure that all of the technology is able to be used to optimize consumer experiences.
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Source : cmswire[dot]com
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