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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Not having a strategic technology approach to customer experience management (CXM) results in many difficulties:

  • An application portfolio that fails to improve core metrics for marketing, sales, and customer service.
  • Unnecessarily high licensing and administration costs for customer-facing applications.
  • A technology ecosystem that is not built around the voice of the customer and fails to use the interaction channels and enabling applications that would bring value to the customer experience.
  • Missed opportunities to use technologies like native mobile applications, social media, and customer community portals and embedded devices to drive customer acquisition and retention.

By completing this workshop and taking a systematic approach to CXM, your organization will:

  • Create a technology-enablement framework that is driven by customer personas, interaction scenarios, and external market analysis.
  • Build a cohesive, rationalized, and cost-effective portfolio of applications such as CRM and digital marketing suites that enable a superior customer experience.
  • Enhance the alignment between IT and marketing, sales, and customer service for deploying customer-facing technologies.
  • Establish best practices for CXM application deployment and governance.

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 road map 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
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