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.
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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.
Book NowModule 1: Build Value with a Structured Approach to Customer Experience Management
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: | |
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| 1.1 | Review the Business Case for CXM |
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| 1.2 | Identify Opportunities and Challenges for Customer Interaction |
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| 1.3 | Identify Business Drivers for Customer Experience Strategy |
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| 1.4 | Create the Technology Vision Statement for Customer Experience Strategy |
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| 1.5 | Parse Metrics for Marketing, Sales and Customer Service |
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| 1.6 | Define Project Metrics for IT Enablement |
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Module 2: Define Customer-Centric Requirements for Customer Experience Management
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: | |
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| 2.1 | Conduct an Environmental Scan |
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| 2.2 | Conduct Competitive Analysis |
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| 2.3 | Build Sample Customer Personas |
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| 2.4 | Define Key Journeys |
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| 2.5 | Build the Customer Engagement Channel Matrix |
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| 2.6 | Enumerate and Prioritize Technology Capabilities for Sales, Marketing and Service |
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| 2.7 | Build the Target Application Portfolio for Customer Engagement |
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Module 3: Apply Best Practices Across The Customer Interaction Portfolio
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: | |
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| 3.1 | Develop the CXM Integration Map and Operating Model |
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| 3.2 | Profile Points of Integration by Significance and Value |
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| 3.3 | Create the Customer Data Model |
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| 3.4 | Review Data Quality Considerations |
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| 3.5 | Develop a Customer Data Warehouse Framework (if applicable) |
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| 3.6 | Review Security Considerations for Managing Customer Interactions |
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| 3.7 | Create a Role-Based Plan for Sustained End-User Adoption of CXM Applications |
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Module 4: Finalize the CXM Framework and Create the Initiative Rollout Plan
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: | |
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| 4.1 | Create the Stakeholder Power Map |
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| 4.2 | Build the CXM Communication Plan |
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| 4.3 | Establish Ongoing Governance for Customer Experience Strategy |
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| 4.4 | Build a Customer Experience Center of Excellence (if applicable) |
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| 4.5 | Build the CXM Roadmap |
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