Customer Experience Management: Transparency and Control Requirements
Remember the people as you revise
processes and introduce technology in
your “Customer Experience
What is Customer Experience
• Combines context with information about
your customers to create personalized
• Ian Truscott, describes the three C’s of CXM:
(CMS Wire, Jan 7, 2013)
The CXM Pitch
“Hi, I’m _______.”
“I was born in _______.”
“I like _______.”
“My recent [dining, shopping, or travel
experience] [met or did not meet ] my customer
We know where you live!
And where you are right now!
We Know Your Expenses!
You Person Next to You Person in Back
Rent or Mortgage
More About You!
• Let’s talk about what you ate last night.
• Your recent purchases.
• Your title, your past jobs, and your trip to the
Source: stock.xchng http://www.sxc.hu/photo/1244985
Your customers want a relevant, context-aware experience, but also…
Recently Viewed Items
• Amazon describes why it displays items
• But also gives the option to remove items
Control Over Interests
• You have control over interests on Amazon
• Google+, Linked-In, and Facebook provide
control over “customer” profiles
CXM? Ok Cool. With Control.
• Customers want and expect relevant
• But also a measure of privacy and control
• This impacts your customer experience
requirements as well as your organization
AND YOUR DIGITAL
What about your staff?
Your Staff Will Need…
• Relevant information
• Clear expectations and incentives (not
• Ways to design, test, and troubleshoot these
External Customer Requirements
Let your customers know:
• Where the data came from
• Why certain products or services are
• Control over recommendations and
• Access and control over their profiles
• Make it easy for your team to
create, measure, and improve these
• Focus on business needs first
• Work with your organization’s
culture, processes, and capabilities
tl;dr? (Too Long; Didn’t Read)
• Make your customer experience or journey
• But give your customers control
• Make it easy for your team to create these
• I’m a content management consultant with a background in lots of
IT roles since 2006
• My hobbies have included everything from amateur competitive
ballroom dance to martial arts to being a entrepreneurial “Maker”
as far back as I can remember*
• Read more of my thoughts on content management, content
strategy, and especially SDL Tridion on http://createandbreak.net
*My parents got notes asking to have me quit selling home-made toys to my fourth-grade
This presentation does not in any way represent the opinions or position of SDL and its
Affiliates nor those of my past employers.