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Build a Strong Technology Foundation for Customer Experience Management
Design an end-to-end technology strategy to drive sales revenue, enhance marketing effectiveness, and create compelling experiences for your customers.
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Your Challenge
- Technology is a fundamental enabler of an organization’s customer experience management (CXM) strategy. However, many IT departments fail to take a systematic approach when building a portfolio of applications for supporting marketing, sales, and customer service functions.
- The result is a costly, ineffective, and piecemeal approach to CXM application deployment (including high-profile applications like CRM).
Our Advice
Critical Insight
- IT must work in lockstep with their counterparts in marketing, sales, and customer service to define a unified vision and strategic requirements for enabling a strong CXM program.
- To deploy applications that specifically align with the needs of the organization’s customers, IT leaders must work with the business to define and understand customer personas and common interaction scenarios. CXM applications are mission critical and failing to link them to customer needs can have a detrimental effect on customer satisfaction and ultimately, revenue.
- IT must act as a valued partner to the business in creating a portfolio of CXM applications that are cost effective.
- Organizations should create a repeatable framework for CXM application deployment that addresses critical issues, including the integration ecosystem, customer data quality, dashboards and analytics, and end-user adoption.
Impact and Result
- Establish strong application alignment to strategic requirements for CXM that is based on concrete customer personas.
- Improve underlying business metrics across marketing, sales, and service, including customer acquisition, retention, and satisfaction metrics.
- Better align IT with customer experience needs.
Start here – read the Executive Brief
Read our concise Executive Brief to find out why you should build a strong technology foundation for CXM, review Info-Tech’s methodology, and understand the four ways we can support you in completing this project.
1. Drive value with CXM
Understand the benefits of a robust CXM strategy.
2. Create the framework
Identify drivers and objectives for CXM using a persona-driven approach and deploy the right applications to meet those objectives.
3. Finalize the framework
Complete the initiatives roadmap for CXM.
Guided Implementations
This guided implementation is a seven call advisory process.
Guided Implementation #1 - Drive measurable value with a world-class CXM program
Call #1 - Determine project vision for CXM
Call #2 - Review CXM project charter
Guided Implementation #2 - Create a strategic framework for CXM technology enablement
Call #1 - Review environmental scan
Call #2 - Review application portfolio for CXM
Guided Implementation #3 - Finalize the CXM framework
Call #1 - Confirm deployment best practices
Call #2 - Review initiatives rollout plan
Call #3 - Confirm CXM roadmap
Book Your Workshop
Onsite workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn't enough, we offer low-cost onsite delivery of our project workshops. We take you through every phase of your project and ensure that you have a roadmap in place to complete your project successfully.
Module 1: Create the Vision for CXM Technology Enablement
The Purpose
- Establish a consistent vision across IT, marketing, sales, and customer service for CXM technology enablement.
Key Benefits Achieved
- A clear understanding of key business and technology drivers for CXM.
Activities
Outputs
CXM fireside chat
CXM business drivers
CXM vision statement
- CXM vision statement
Project structure
- CXM project charter
Module 2: Conduct the Environmental Scan and Internal Review
The Purpose
- Create a set of strategic requirements for CXM based on a thorough external market scan and internal capabilities assessment.
Key Benefits Achieved
- Well-defined technology requirements based on rigorous, multi-faceted analysis.
Activities
Outputs
PEST analysis
Competitive analysis
Market and trend analysis
- Completed external analysis
- Strategic requirements (from external analysis)
SWOT analysis
VRIO analysis
- Completed internal review
Channel map
- Channel interaction map
Module 3: Build Customer Personas and Scenarios
The Purpose
- Augment strategic requirements through customer persona and scenario development.
Key Benefits Achieved
- Functional requirements aligned to supporting steps in customer interaction scenarios.
Activities
Outputs
Persona development
Scenario development
- Personas and scenarios
Requirements definition for CXM
- Strategic requirements (based on personas)
Module 4: Create the CXM Application Portfolio
The Purpose
- Using the requirements identified in the preceding modules, build a future-state application inventory for CXM.
Key Benefits Achieved
- A cohesive, rationalized portfolio of customer interaction applications that aligns with identified requirements and allows investment (or rationalization) decisions to be made.
Activities
Outputs
Build business process maps
- Business process maps
Review application satisfaction
- Application satisfaction diagnostic
Create the CXM application portfolio
Prioritize applications
- Prioritized CXM application portfolio
Module 5: Review Best Practices and Confirm Initiatives
The Purpose
- Establish repeatable best practices for CXM applications in areas such as data management and end-user adoption.
Key Benefits Achieved
- Best practices for rollout of new CXM applications.
- A prioritized initiatives roadmap.
Activities
Outputs
Create data integration map
- Integration map for CXM
Define adoption best practices
- End-user adoption plan
Build initiatives roadmap
Confirm initiatives roadmap
- Initiatives roadmap
