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.

Onsite Workshop

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.

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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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.

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