CXM Transformation – Building a Consolidated Communication Strategy
In order to successfully transition to the coming CXM ecosystem, organizations must consolidate customer data and pass control of communications to a centralized team that can track customer journeys and address weak points in the chain.
Consumer expectations of instant access to relevant information have made customer experience an increasingly important metric in B2C communications. This has resulted in a shift in enterprise priorities from reducing cost and risk to increasing business value through improved customer experience.
The overall market effect has been to transform Customer Communications Management (CCM) into Customer Experience Management (CXM), or the practice of managing all interactions that a business conducts with its customers with the goal of improving the perception that end customers have about that business.
- The disruptive factors reshaping the customer communications market
- The stages of CXM evolution
- How to overcome obstacles in the path of CXM transformation