Interwoven identifies the complexity of brand management

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Experiences are more than just content

Interwoven is a good company with good products, but its definition of Customer Experience Management seems quite limited.

Sure, presenting a consistent brand is important to companies ? and probably even useful in some way to customers ? but a good experience is about having your needs met (preferably because they?ve been anticipated) and your expectations exceeded. It?s about not having to give your account information in triplicate every time you call or logon to customer support. It?s about getting proactive offers because they are relevant to your individual preferences and past purchases, not because there is surplus of a certain item. It?s about getting an answer based on the intent of your question, rather than results that are based on keyword density.

Content generation and management is just a part of the story. It?s the process of interacting ? from receiving a marketing message to making a purchase to contacting customer support ? that creates an overall experience.

If Customer Experience Management is to gain the recognition of ERP or CRM, as you suggest, we should be sure to define it properly.

Posted by: JesseCiccone   Posted on: 07/18/06 You are currently: a Guest | Members login | Terms of Use

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