Customer and user experience management is not easily defined (or understood for that matter). The reason? Not only do 'Net professionals define "experience" differently, but the manner in which its optimization is approached varies greatly as well.
Gartner defines customer experience management (or CEM) as "the practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty and advocacy." That's somewhat of an idealized view of such initiatives, of course, considering that most enterprises are doing whatever is in their power to simply get prospects in the virtual door and prevent their hasty departure, putting off until later those (albeit more meaningful) opportunities to "meet or exceed" customer expectations.
What should be clear to those interested in measuring, monitoring and optimizing the user and customer experience is that it often requires significant process change within an enterprise and many technologies to accomplish. That alone may frighten and discourage enterprises from investing more heavily into initiatives of this nature, but the return can be quite substantial.
Enterprises that want to derive a benefit from customer experience optimization initiatives must take advantage of all their enterprise's available data and many different third-party technologies simultaneously in order to offer better, more personalized, interactions and stronger, more reliable relationships. That includes concentrating efforts on gathering customer feedback, establishing an ongoing commitment to developing and improving both digital and traditional channels, continually seeking opportunities to transform data into useful insights (in real-time), creating more valuable content based on those insights gathered and making it actionable across the enterprise - from the C-suite to front-line support representatives.
In this month's Top 50 at Website Magazine, explore solutions that are positioned atop the vast "customer experience" management software space. Readers will find solutions for customer feedback, Web analytics and predictive marketing, as well as systems designed from the virtual ground up to help enterprises optimize the digital experience on behalf of their users.
Digital marketing executive with proven experience in all aspects of search engine optimization (SEO), performance-based advertising, consumer-generated/social media, email marketing, lead generation, Web design, usability, and analytics. - 20-year Internet marketing veteran, currently serving as the Digital Marketing Campaign Manager at Antenna Group (formerly Chicago Digital). - Former Editor-In-Chief of Website Magazine, and a regular speaker on Web technology digital marketing strategy - Author of several books on digital marketing Including Web 360: The Fundamentals of Web Success; Affiliate 360: The Fundamentals of Performance Marketing; Domains 360: The Fundamentals of Buying & Selling Domain Names, and SEO 360: The Fundamentals of Search Engine Optimization.