Article

Robert Yardy
Robert Yardy 28 June 2013
Categories Content, Email & eCRM

Barney is a CXM Genius!

CXM inspiration from the most unlikely source; a rather cheery purple dinosaur!

The children’s TV programme Barney (you know, the big weird purple Dinosaur!) may not be the first place you would think to go to for business advice. But watching an episode last weekend (with my 3 year old cousin I must add!) I did start thinking about Customer Experience Management (CXM), the new marketing phrase currently doing the rounds.

 

Barney and his cronies were singing a song about how “everyone is special” and telling the audience “you’re important” and “you’re the only one like you”. I sat there with my cousin, (who was by now not sitting but instead jumping on the sofa with excitement) thinking that Barney had inadvertently done what many experts have managed to make a mess of in recent months, and that is define CXM without any marketing hyperbole or ridiculous buzz words.

 

CXM is essentially understanding that everyone is different and people want companies to recognise this by providing personalised content at all customer touch points. Customers want to be valued by companies.

 

Since the early 90’s CRM (Customer Relationship Management) was the main focus when it came to understanding one’s target audience. This essentially involved concerted efforts across the sales and marketing teams to capture, store and process as much customer data as possible. These are worthwhile tasks but the customer would be inclined to ask “what am I getting out of this?”. This is the question that has caused the emergence of CXM. CXM makes providing a great service to the individual customer central to the company’s ethos as opposed to just capturing data.

 

The market research company Forrester Wave believe that CXM consists of 6 elements (shown in the diagram below). Each element plays a vital role, as webtrends reported in a recent white paper; “What good is content if you can’t find it, buy it, or interact with the

company, or is poorly designed, difficult to navigate, or simply irrelevant to the customer’s needs?”.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 3 April 2024
Read more
The World Is Shrinking: 6 Degrees of Separation Is Now 2!

The World Is Shrinking: 6 Degrees of Separation Is Now 2!

Six degrees of separation is not just a party game, it's a reality. Everyone is the world is interconnected, and thanks to social media, that connectedness gets tighter and richer each day. See the research...

Scott Christley
Scott Christley 9 August 2017
Read more
Cats and Dogs Boost Your Business By 300%. Here’s How.

Cats and Dogs Boost Your Business By 300%. Here’s How.

It’s the age-old question that has endured ever since the creation of the internet: are you a cat person or a dog person? Or do you love both cats and dogs? We have both dog lovers and cat lovers at Sortlist, so it...

Aline Strouvens
Aline Strouvens 27 August 2021
Read more
10 Factors that Influence Customer Buying Behaviour Online

10 Factors that Influence Customer Buying Behaviour Online

Now is an era where customers take the center stags influencing business strategies across industries. No business can afford to overlook factors that could either break the customer experience or even pose a risk of...

Edward Roesch
Edward Roesch 4 June 2018
Read more