Connecting experience layer with operational core for XM transformation
Let’s try and save some time. Unless your marketing and operational stakeholders are already open to innovating and looking at the realities of Experience Management and personalisation then go no further.
While this kind of change could bring about the most meaningful digital advancement your organisation has seen in years, starting with your customer’s experience and working back to your operations is not for the faint hearted.
If you’ve made it this far you probably already know that connectivity between numerous backend and front end systems makes this possible. But what kind of tools are needed? Is there one platform to rule them all or will you need a more integrated approach?
To answer these questions let’s take a closer look at why and how Experience Management should become a priority for your organisation.
If a customer’s feedback is showing that an office is too cold this could be manually taken to operations on the whim of an employee at the end of a touchpoint such as phone, reception, web, mobile, customer portal or virtual assistant.
No matter how good your staff are this unscientific approach will fall down at the slightest provocation. By removing barriers connecting CX to operations mechanical failure or system guidance can be actioned quickly and data shared to update the customer and internally.
This can only be done well if XM tools are easy to use by employees. A good UX for those using an Experience Management platform increases productivity and this is when innovation and change can happen.
The goal of Digital XM is to give customers the best experience available in your market. A customer viewing a car hire website on desktop at home will need different content when on their mobile after a long flight to a different country.
A slight delay in a service could result in a reactive social media post. With a well configured XM platform it can put it into context matching post with previous customer interactions and behaviours. As with the desktop and mobile instances a personalised follow up can be automated.
Personalisation can seem like a lot of work until a much higher conversion of sales with happier customers is achieved. To find your XM ROI you need to give the customer an experience they respond to the best and work backwards to operations from there.
Having different content for each customer segment and each context driven interaction means that employee facing XM will be able to show when to produce new material to test conversions across any channels. Operationally this is no small thing and there is no escaping the speed and efficiency at which this needs to happen.
Providing the best customer experience available in your market starts with making the best technological decisions. Here are a few pointers when considering XM platforms.
Comes with a PIM
Go open source
Hamari is one of the leading Pimcore agencies in the UK and these are the main boxes we ticked when deciding which Experience Management platform to go with. Ultimately our choice gave our customers the most flexibility while providing the best tools we could find already built in.
We are integration experts and understand how important it is for organisations to use their favourite operational and marketing tools while facilitating the need to attain the data connectivity discussed in this post.
An integrated XM platform can deliver a real time view of your customers with tools to make immediate changes to their future experiences. As more channels become available publishing to them has a higher chance of converting with Experience Management tools.