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.

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Get to Action

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.

Drive value with CXM

Understand the benefits of a robust CXM strategy.
Create the framework

Identify drivers and objectives for CXM using a persona-driven approach and deploy the right applications to meet those objectives.
Finalize the framework

Complete the initiatives roadmap for CXM.
- Build a Strong Technology Foundation for Customer Experience Management – Phase 3: Finalize the Framework

Guided Implementation

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

Schedule Your First Call

Onsite Workshop

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:
1.1	CXM fireside chat
1.2	CXM business drivers
1.3	CXM vision statement	CXM vision statement
1.4	Project structure	CXM project charter

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:
2.1	PEST analysis
2.2	Competitive analysis
2.3	Market and trend analysis	Completed external analysis Strategic requirements (from external analysis)
2.4	SWOT analysis
2.5	VRIO analysis	Completed internal review
2.6	Channel map	Channel interaction map

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:
3.1	Persona development
3.2	Scenario development	Personas and scenarios
3.3	Requirements definition for CXM	Strategic requirements (based on personas)

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:
4.1	Build business process maps	Business process maps
4.2	Review application satisfaction	Application satisfaction diagnostic
4.3	Create the CXM application portfolio
4.4	Prioritize applications	Prioritized CXM application portfolio

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:
5.1	Create data integration map	Integration map for CXM
5.2	Define adoption best practices	End-user adoption plan
5.3	Build initiatives roadmap
5.4	Confirm initiatives roadmap	Initiatives roadmap