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Editor's Take CX Execution

Putting Online Customer Experience Control Back Where It Belongs

Before the online medium turned a big part of customer experience into a technical, software centric exercise, some things were actually working the way they should.  
Companies could be agile about managing CX — adapting to changes in the competitive environment and the evolution of customer needs.  It was good was that changing customer experience meant changing how people (teams) performed their jobs with some tweaking of processes.

With the online revolution, things changed dramatically and technology took a front seat in the CX process.  For all the gains that technology provided, there were major losses in several areas:

  • control shifted away from marketing
  • agility was replaced with product road maps
  • fragmentation developed between different platforms

OpenText’s new Web Experience Management Solution aims to (in the company’s own words) “help organizations exceed their customers’ online expectations by providing a targeted, responsive experience across omni-channel touch points”

OpenText's new solution highlights 3 things to get right in process of managing online user experiences:

1. Giving marketers maximum power to experiment with design and flow concepts

2. Having a constant ability to see things from the customer's perspective (thereby avoiding efforts which go off the rails and stay there for long periods before they get realigned to customer requirements)

3. Emphasis on omni channel — recognizing that customers are not completing the ‘buyers’ journey on a single platform but rather switch in the middle and need a more consistent experience and smooth transition in between


Jun 15, 2013 | Original Link
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