Why did Adobe move into customer experience management?
CRM guru Brent Leary interviews Ben Watson about Adobe's move into customer experience management, and discusses CEM strategies and customer experience metrics.
- A set of technologies for making things.
- A set of technologies for managing things.
- And a set of technologies for measuring.
"Marketing is becoming less about advertising, and more about the aggregate value of the moments of truth that you have with a customer. You want to be able to try and manage those as effectively as possible so that you can trouble shoot when there is a problem and recognise opportunities to be exceptional or think outside of the box on behalf of a customer." - Ben Watson
"An effective customer experience management strategy starts with having true multichannel delivery, because what we can’t do any longer is expect a message to resonate and be delivered in the same way and/or be delivered across a single channel." - Ben Watson
"Bruce Temkin at the Temkin Group just published a report that showed direct correlation between experience and loyalty. So your investment in customer experience ultimately pays back in loyalty." - Ben Watson
"People are learning what to measure and where to measure and now we are going to start to see the outcomes of that and validate and prove out our hypothesis and I think that is going to be a critical part of growing this out." - Ben Watson
Brent Leary is a crm industry analyst, advisor, author, speaker and award winning blogger. He is co-founder and Partner of CRM Essentials LLC, an Atlanta based CRM advisory firm covering tools and strategies for improving business relationships. In 2009 he co-authored Barack 2.0: Social Media Lessons for Small Business. Recognised by InsideCRM as one of the 25 most influential industry leaders, Leary also is a past recipient of CRM Magazine's Most Influential Leader Award. He serves on the national board of the CRM Association, on the advisory board of the University of Toronto's CRM Center of Excellence, and on the editorial advisory board for The Atlanta Tribune. Leary writes a regular online column for Inc. magazine, and blogs at BrentLeary.com. He can be found on Twitter at http://twitter.com/BrentLeary.
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Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 15 years, including Internet Works, CXO magazine and Business Management. He joined Sift Media in 2007.