In my first blog, I discussed Customer Experience Management (CEM) and the benefits that an effective CEM platform offers organizations in all industry sectors. In this blog, I want to look at what makes up a customer experience management system and how you can evaluate and select the best CEM solution for your business needs.
In a recent survey, it was found that customer experience was seen as the most exciting digital marketing opportunity for 2018. According to more research, companies see customer experience as key to driving customer retention (43%), improving customer satisfaction (33%) and cross-selling existing customers (32%). This explains why customer experience investment is set to grow by 10% in Europe alone during 2018. So, when selecting the best CEM solution, what should you be looking for?
Key features of CEM
It should be clear that, like Enterprise Information Management (EIM), CEM is not a single solution but comprises of a range of complementary Customer Experience Management software packages. However, there are common CEM features you will require, including:
- Omnichannel customer engagement
Omnichannel customer engagement allows the customer to interact when and how they want and ensure they receive a high quality, consistent experience on all channels. This customer experience is equally important within customer service and support interactions as it is in sales and marketing. Very often, it’s service and support that leads to increased customer retention and loyalty.
- Content creation and personalization
Content creation and personalization includes interactive tools that tailor content towards individual customers. The CEM platform analyses customer behaviors and preferences to create and deliver targeted communications. The best CEM software enables ‘personalization at scale’ from a single item to many millions – all completely targeted and personalized.
- Web content management (WCM)
Web content management brings together content, process, and applications to create and deliver optimized and personalized multi-channel interactions across the full customer journey to enhance the digital customer experience.
- Intelligent forms automation
Collect, validate, and process information efficiently from customers, employees, and integrated systems using forms to collect information electronically or on paper. Look for automated validation, processing, review, and exchange of multi-channel forms to improve processes and positive customer experiences.
- Customer experience analytics
Customer experience analytics analyzes past and current customer sentiment and satisfaction to assist with decision-making around future customer behaviors. It provides a scalable analytics, reporting, and data visualization platform that enables teams to design, deploy, and manage secure, interactive web applications, reports, and dashboards fed by multiple data sources.
- Digital asset management (DAM)
Digital asset management provides a centralized, secure and accessible repository – whether cloud-based or on-premises – to manage digital media, branding and video. It offers capabilities to manage the entire content lifecycle with workflows and features for creative production, collaboration, publishing and distribution of assets and to use your digital assets to drive value for the organization.
- Workforce optimization (WFO)
Workforce optimization offers a unified, centrally managed platform for cross-channel interaction analysis, with real-time agent support and contact center performance management capabilities. By equipping frontline staff, you ensure excellent customer experience across all customer touchpoints.
- Customer communications management (CCM)
Customer communications management improves omnichannel customer experience through the personalization and automation of customer communications – billing, statements, invoices, claims, alerts and correspondence – to drive profitable customer engagement.
Why choose OpenText for CEM?
OpenText is the world leader in EIM, and one of the few companies with a complete portfolio of CEM solutions, including:
- OpenText™ TeamSite
- OpenText™ Optimost
- OpenText™ Exstream
- OpenText™ Media Management
- OpenText™ Qfiniti
- OpenText™ LiquidOffice
- OpenText™ Experience Analytics
- OpenText™ Explore
OpenText is regularly cited as a leader in several of the CEM technologies. Gartner placed OpenText at the head of its Magic Quadrants for customer communications management, while Forrester placed the company at the top of its Forrester Wave for digital asset management.
To find out how OpenText can help you create an enterprise-wide CEM platform to make sure you make the most of every customer interaction, contact us and we’ll be delighted to start the conversation.