This document discusses why a customer experience management (CXM) platform may not be necessary. It defines CXM as a strategy for managing customer experiences across online and offline channels. While some vendors offer CXM suites, the document advises evaluating these carefully and considering best-of-breed solutions instead of assuming a single vendor platform is needed. A CXM approach should focus on goals and use cases rather than technology alone. Content management is still important as part of digital experience delivery.

1. Why You Don’t Need a CXM Platform!
Research and advisory services to help you make the
right technology and strategy decisions.!
Specific advice. Best-practice approaches. The Real Story.!
Irina Guseva
Senior Analyst
@irina_guseva

2. Real Story Group: What We Do
Analyze weaknesses
and strengths of the
tools....and vendors
Advise on successful
technology selection
and implementation
best practices
• Over 3,000 customers in 60+
countries
• Analysts on 3 continents
• We consult only to end-users, never
to vendors we evaluate
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3. What Independence Means To Us
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4. Finding Your Way...
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5. What is CXM?
• CXM (Customer eXperience Management) is a strategy and
practice for managing customer experiences online (including
web, email, social and mobile) and offline (including print, call
centers and branches) + to acquire, retain and turn customers
into satisfied, loyal brand advocates and ambassadors.
• CXM is *not*:
– UX/UI
– Technology
– Platform/suite
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6. Example of a CXM Approach
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7. Example of a CXM Approach
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8. Example of a CXM Approach
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9. X
CMS and CXM Are Related
Content Management is not dead! Core CMS
functionalities are more critical than ever!
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10. CMS Vendors Go After the Latest Buzzwords
2000-
2011-?
2011
CMS WEM
WCM WXM
WCMS WCXM
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11. WCXM Is Part of CXM
WCXM
Mobile
Digital
Marketing
eCommerce
DAM
Social
Intelligence
CXM CRM
Profiling &
Personalization Call Centers &
Kiosks
Analytics &
Optimization
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12. Example of a CXM “Suite”/”Platform”
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13. Example of a CXM “Suite”/”Platform”
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14. Addressing Different Key Challenges
Web Publishing Customer eXperience
(WCM, CMS, WCXM, etc.) Management (CXM)
• Basic web publishing • Customer eXperience
• Multichannel delivery Management strategy
• Mobile delivery • Customer service
• Web Experience Management • Maintenance and
• Routing workflow and optimization of a CEM
approvals practice
• Potential social channel • Brand loyalty
management • Increased revenue
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15. What You Need to Remember
• It’s OK to source separate CXM components instead of a
“suite/platform”
• Evaluate “suits” and “platforms” carefully
• WCXM is not dead
• Don’t forget about content strategy
• Invest into integrations & do homework on best-of-breed
solutions
• Before investing in technology, think about your goals
and use cases
• CXM is not a technology, but a strategy
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16. Thank you!
• Please visit our web site: www.realstorygroup.com/
– Vendor/product evaluations
– Analyst advisory papers
– Webinars
– Education courses
– One-on-one analyst advice
• Download a free WCXM research sample:
www.realstorygroup.com/Sample
Copyright © 2012 Real Story Group

17. Let’s Continue the Conversation...
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!
@irina_guseva!
irina@realstorygroup.com!
!