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
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of...

Salman Sharif
Salman Sharif 7 July 2017
Read more
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
Top 10 Skills to Become a Rockstar in Digital Marketing

Top 10 Skills to Become a Rockstar in Digital Marketing

Technology is continuously evolving, prompting marketers and entrepreneurs to dive into digital marketing to increase brand awareness, reach their target market, and ultimately drive sales and profit. 

Jessica Andriani
Jessica Andriani 7 September 2018
Read more
How to Win Business with Visual Marketing

How to Win Business with Visual Marketing

Do you want a fail-proof visual marketing strategy to win business? Check out this post for tried-and-tested tactics, illustrations, resources, and hacks.

Gaurav Sharma
Gaurav Sharma 20 May 2020
Read more
7 False Myths About Remote Marketers Debunked

7 False Myths About Remote Marketers Debunked

In this article, let’s debunk seven myths that companies often believe about remote marketers.

Gaurav Belani
Gaurav Belani 19 May 2020
Read more