Independent Research: The Age Of Customer Obsession Has Arrived

Integrated WCM/CXM technologies are best equipped to deliver rich customer experiences

Staying competitive in the age of the customer calls for organizations to know what their customers want and then to make sure they get it—every time. But marketing and IT still struggle to deliver exceptional customer experiences. A commissioned study conducted by Forrester Consulting on behalf of e-Spirit, “Climbing the Digital Experience Maturity Ladder Through An Integrated Technology Approach" describes why:

Companies struggle to embrace the proliferation of channels (e.g. Web, print, mobile, smart TVs, etc); implement tools that are IT-centric instead of marketing-centric; sit on a mountain of data and content that isn’t managed properly; and use siloed rather than integrated technology solutions to support customer experiences. With all of these challenges, organizations can no longer sustain these manually intensive processes. They need better solutions to properly create, deliver, and measure customer experiences in a timely and cost-effective manner.

The paper discusses how enterprises can embrace a more holistic and integrated CXM approach to better support rich, contextual, and multichannel experiences.

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