Build a Strong Technology Foundation for Customer Experience Management

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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.

Build a Strong Technology Foundation for Customer Experience Management

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.

Member Testimonials

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.

8.5/10

Overall Impact

Average Days Saved

Client

Experience

Impact

$ Saved

Days Saved

Testimonial

Werner Co.

Guided Implementation

7/10

N/A

I think it was good, we probably could have connected via email prior so I could have prepped some discussion points.

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

$11,159

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

$9,299

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

$123K

Load More Testimonials

Onsite Workshop: Build a Strong Technology Foundation for Customer Experience Management

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

About Info-Tech

Info-Tech Research Group is the world’s fastest-growing information technology research and advisory company, proudly serving over 30,000 IT professionals.

We produce unbiased and highly relevant research to help CIOs and IT leaders make strategic, timely, and well-informed decisions. We partner closely with IT teams to provide everything they need, from actionable tools to analyst guidance, ensuring they deliver measurable results for their organizations.

Member Rating

8.5/10
Overall Impact

5
Average Days Saved

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.

Read what our members are saying

What Is a Blueprint?

A blueprint is designed to be a roadmap, containing a methodology and the tools and templates you need to solve your IT problems.

Each blueprint can be accompanied by a Guided Implementation that provides you access to our world-class analysts to help you get through the project.