6 questions to ask when evaluating customer experience management software
Whether you’re just exploring a customer experience management approach or you’re researching the right customer data platform (CDP) purchase for your company, here are six key questions to ask about any CXM software, technology, or process.
1. Does it enrich customer profiles with real-time data?
CXM technology should bring together all the data—behavioral, transactional, financial, and operational—into one real-time customer profile. A good CXM system draws in and unifies data access from across disparate locations and lets you capture all those data points in real time. The more unified, real-time, and connected your customer profiles are—the deeper, more actionable insights you’ll derive.
2. Does it integrate with your current ecosystem?
Any customer experience management system provider should offer an open and extensible technology platform. The technology platform should support customer experience apps, a single data model, and an open ecosystem that lets you deliver fresh, innovative experiences for your customers and sets you apart from competitors.
3. Does it adapt and extend personalization?
A good CXM system lets you continuously test and optimize personalization in real time. It helps you build standout experiences faster and uses the next wave of intelligent software to deliver personalized content at scale.
4. Does it allow you to orchestrate cross-channel customer journeys?
CXM software helps you streamline your customer journey and allows you to design, connect, deliver, and manage experiences across diverse channels—from call centers and brick-and-mortar stores to email, social media, web and mobile apps, and all the many ways customers engage with your brand.
5. Does it have the intelligent capabilities to help you grow?
Whether it’s making sense of massive amounts of customer data, automating repetitive processes, or personalizing buyer experiences and orchestrating customer journeys, real-time, predictive intelligence and machine learning capabilities are the backbone to any CXM approach. Modern artificial intelligence technologies, like CDPs, are key to help support your present needs and meet your future customer relationship goals.
6. Does it help you build trust and protect customer privacy?
Good customer experience management requires you to foster customer trust and protect sensitive information. Look carefully at any CXM technology offering for robust capabilities of data privacy and security, as well as offering any help you might need with industry-specific compliance regulations.