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.

Build a Strong Technology Foundation for Customer Experience Management – Executive Brief

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

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

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

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

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

3.1

Persona development

3.2

Scenario development

Personas and scenarios

3.3

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

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

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

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

After each Info-Tech experience, we ask our members to quantify the real time savings, monetary impact, and project improvements our research helped them achieve. See our top member experiences for this Blueprint, and what our clients have to say.

Client

Experience

Impact

$ Saved

Days Saved

Testimonial

Republic Services Procurement, Inc.

Guided Implementation

10/10

N/A

Great conversation with Ben on CX - will definitely schedule more time as we evolve our CX programs.

Owens Corning

Guided Implementation

8/10

$11,460

Call was misdirected, but we made the most of the time. Analyst was able to adapt and provide a perspective and redirect to the right analysts.

Horizon Power

Guided Implementation

8/10

$9,797

Fusion Superplex

Guided Implementation

10/10

$200K

120

Ben is very knowledgable and thorough

AgriMarchй

Guided Implementation

8/10

$25,000

Government of Yukon

Workshop

6/10

$27,500

Very nice facilitation and enjoyable session but I am not sure the required level of depth or insight in the resulting strategy will be sufficient.

American Chemical Society

Workshop

10/10

$127K

Aquarion Water Company

Guided Implementation

7/10

$2,546

Treasury Board of Canada Secretariat

Guided Implementation

9/10

$1,800

WesBank, a division of FirstRand Bank Ltd

Guided Implementation

5/10

$2,546

Industry and technology views.

Inmarsat Solutions Canada

Guided Implementation

10/10

N/A

It was great to get validation on the steps we've taken in defining our CRM strategy and to get advice on how to tackle the challenges on the road ahead. Also good to know that Info-tech is available to help when required. No worst parts, it was all good.

IMCD N.V

Guided Implementation

6/10

$5,000

N/A

Ben was very knowledgeable and offered up some relevant tips.

The Government of the Northwest Territories

Workshop

6/10

N/A

Standardized process, knowledgeable facilitator (Ben), insights before and after, more than half the work off our plate, reasonable cost with existing ITRG subscription. Re: question 3 - not sure of $ value saved / too soon to tell.

Highlights for Children Inc.

Guided Implementation

6/10

$6,366

Ben was quite knowledgeable about the topic (eCommerce platforms) and had some useful insights of the industry. He was very helpful with the discussion.

CBC/Radio-Canada

Guided Implementation

3/10

N/A

Highly appreciated experience

Mobile Area Water & Sewer Systems

Guided Implementation

3/10

N/A

Overall experience was good, just too early in the process for us currently.

YMCA of Central Florida

Guided Implementation

6/10

N/A

It was very insightful. I had wished that my CMO would have been able to attend. it will aid my strategy planning.

USO

Guided Implementation

6/10

$127K

N/A

Best: Citation of cross industry experiences. Specific tips and actionable information Worst: Challenges in scheduling.

Mercury Insurance Service

Guided Implementation

6/10

$6,366

Very insightful and helpful analyst call.

Search Code: 78916
Published: October 21, 2015
Last Revised: April 27, 2016

TAGS:

CXM, customer experience, social media, customer relationship management, customer engagement, customer interaction, CRM, marketing, sales, customer service, revenue alignment, CEM, CSM, MMS, SMMP, customer persona

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Build a Strong Technology Foundation for Customer Experience Management

Your Challenge

Our Advice

Critical Insight

Impact and Result

Research & Tools

Start here – read the Executive Brief

1. Drive value with CXM

2. Create the framework

3. Finalize the framework

Guided Implementations

Call #1 - Determine project vision for CXM

Call #2 - Review CXM project charter

Call #1 - Review environmental scan

Call #2 - Review application portfolio for CXM

Call #1 - Confirm deployment best practices

Call #2 - Review initiatives rollout plan

Call #3 - Confirm CXM roadmap

Onsite Workshop

Book Your Workshop

Module 1: Create the Vision for CXM Technology Enablement

The Purpose

Key Benefits Achieved

Activities

Outputs

Module 2: Conduct the Environmental Scan and Internal Review

The Purpose

Key Benefits Achieved

Activities

Outputs

Module 3: Build Customer Personas and Scenarios

The Purpose

Key Benefits Achieved

Activities

Outputs

Module 4: Create the CXM Application Portfolio

The Purpose

Key Benefits Achieved

Activities

Outputs

Module 5: Review Best Practices and Confirm Initiatives

The Purpose

Key Benefits Achieved

Activities

Outputs

Member Testimonials

Client

Experience

Impact

$ Saved

Days Saved

Testimonial

Customer Relationship Management Map

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