Next_Gen CEM

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1、Next-GenerationCustomerExperienceManagementMarch2013OmerMinkara,AlyPinderMarch2013Next-GenerationCustomerExperienceManagementAnalystInsightThegrowinguseofnewtechnologytoolsandchannelsthatprovideAberdeen’sInsightsprovidethecustomerswithawealthofinformationoncompanyproductsandservicesanaly

2、st'sperspectiveonthehasrapidlychangedthedynamicsoftoday'sbuyer-sellerrelationships.InresearchasdrawnfromanJanuaryandFebruaryof2013,Aberdeensurveyed192businessesregardingaggregatedviewofresearchtheircustomerexperiencemanagement(CEM)(seesidebarfordefinition)surveys,interviews,andinitiative

3、s.Thefindingsrevealthatcustomers'abilitytoaccessawealthofdataanalysis.productandserviceinformationbeforeevenengagingwithabusinessisrapidlychangingthebuyer-sellerdynamics—atrendthatwillbereflectedwiththeterm"empoweredcustomer"withinthisresearchdocument.Whilenineoutoftenbusinesseswithinthe

4、recentCEMstudyciteimprovingcustomersatisfactionasatoppriorityintheir2013businessplans,empoweredcustomersiscitedasthetopchallengeimpactingtheabilitytoaccomplishthisobjective.ThisAberdeenAnalystInsightwillprovideanoverviewofthetopfactorsdriving2013customerexperiencemanagement(CEM/CXM)progr

5、amsandhighlightkeybusinessprocessesandtechnologiesthathelporganizationsaddresstherapidlychangingneedsofempoweredcustomers.ItwillalsodemonstratechangesintrendsreportedinAberdeen'sJanuary2012CustomerExperienceManagement:UsingthePowerofAnalyticstoOptimizeCustomerDelightstudytoreflectthestat

6、e-of-the-marketinnext-generationCEMinitiatives(seesidebarfordefinition).Definition:CustomerExperienceManagementCEMRequiresa(New)DefinitionWhenaskedaboutthereasonscompaniesstruggleinexecutingontheir√AberdeendefinesCEMasacontinuumofcross-andcustomermanagementinitiatives,37%ofbusinesseswith

7、inAberdeen'smulti-channelbusinessrecentCEMsurveycite"noclearandcoherentorganizationaldefinitionofactivitiesthatareexecutedcustomerexperiencemanagement"asamainchallenge.Tothispoint,trendonanenterprise-leveltoanalysisfromAberdeen'sJanuary2012CEMstudyandfindingsfromthemanage