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Modernize your information management with certified experts
Unlock the full potential of your information management solution
Turn support into your strategic advantage
Extend IT teams with certified OpenText application experts
Discover training options to help users of all skill levels effectively adopt and use OpenText products
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Customer experience management (CXM) is the practice of designing and improving the interactions and touchpoints a customer has with a business. It involves understanding the customer's journey, their needs and pain points, and taking steps to ensure a positive, seamless experience across all interactions.
The goal of CXM is to build long-term customer loyalty and advocacy by exceeding customer expectations. Businesses that excel at CXM can differentiate themselves from competitors, increase customer retention and lifetime value, and drive business growth.
In today's crowded and competitive marketplace, customer experience has become a key competitive differentiator. Customers have more choices than ever before, and they will take their business to companies that provide the best overall experience.
There was a time when content almost entirely flowed one way — from enterprises to customers. Customers' responses were effectively measured in sales and occasional surveys. Today, customers demand a two-way omnichannel customer experience. If your customer experience fails to delight, they will check out your competitor's.
Poor customer experiences can have serious consequences for a business, including:
On the other hand, companies that master CXM can enjoy significant benefits:
Customer-centric brands that deliver a successful omnichannel customer experience not only drive customer loyalty, but they also build advocates that will promote their brand, helping to ensure their message reaches a wider audience. 73% of customers now say CX is the number one consideration when deciding whether to purchase from a company.
Effective customer experience management requires a holistic, customer-centric approach that touches on several key areas:
Customer communications management: Deliver engaging, personalized, digital-first communications across all channels and devices throughout the entire customer journey.
Customer journey mapping: Thoroughly understanding the various touchpoints, channels, and steps a customer takes when interacting with your business. This provides visibility into pain points, friction, and opportunities for improvement.
Omnichannel messaging: Ensuring a consistent, personalized experience for customers across all channels and devices, from in-person interactions to web, mobile, social media, and more.
Voice of the Customer: Continuously collecting and analyzing customer feedback, sentiments, and behavior to gain insights and inform CX improvements.
CX analytics and metrics: Measuring the success of CX initiatives through key performance indicators like customer satisfaction, net promoter score, customer effort score, and churn rate.
Employee engagement: Empowering and training frontline staff to deliver exceptional customer service and support the overall CX strategy.
Technology and tools: Leveraging the right technologies, software, and automation to enhance the customer experience and drive operational efficiency.
An effective CXM strategy consists of a set of actions and technologies working together to create an outstanding customer experience. The CXM solution must create a customer experience that is:
Continuous: You can scale and connect many customer journeys, collect and analyze data from all sources, and continuously adapt to customer needs, making real-time adjustments.
Optimized: You can go beyond optimizing a single interaction to automatically personalize at scale, make recommendations to customers, and optimize complex operational content and processes.
Key components of a comprehensive CXM solution include:
Customer communications management (CCM): Solutions that improve customer experience through the personalization and automation of customer communications across both B2B and B2C channels.
Customer experience analytics: A scalable analytics, reporting, and data visualization platform that enables teams to design, deploy, and manage secure, interactive applications, reports, and dashboards fed by multiple data sources.
As a global leader in Enterprise Information Management (EIM) solutions, OpenText provides a range of products and services to help organizations optimize their customer experience management efforts:
OpenText Experience Cloud: A comprehensive platform of digital experience management tools to build, manage, optimize and deliver customer-facing websites, portals, communications, and digital assets.
OpenText Communications: Solutions for creating, managing, and delivering personalized, omnichannel customer communications like bills, statements, and correspondence.
OpenText Business Network: Secure, cloud-based B2B integration technologies to facilitate seamless, digital-first interactions and information exchange with customers, partners, and suppliers.
OpenText Analytics and Reporting: Advanced analytics capabilities to help organizations uncover customer insights, measure CX performance, and make data-driven decisions.
OpenText Managed Services: Outsourced expertise and support to design, implement, and continually improve customer experience management initiatives.
Global analyst and research firm Aspire Customer Communications Services has recognized OpenText as a leader in customer experience management. By leveraging OpenText's industry-leading EIM platform and professional services, organizations can enhance every facet of the customer experience and stay ahead of evolving customer expectations.
How do you measure the success of CXM initiatives?
How do you collect and utilize customer feedback?
How do you create a seamless omnichannel customer experience?
How do you balance automation and human interaction?
How do you align your organizational culture and processes around CXM?
How do you use data and analytics to drive CXM strategies?
Evaluate your CX strategy in minutes. Our insights help you shift from CCM to CXM, incorporating AI and journey orchestration for a robust, future-ready approach.
Transform customer communications into personalized experiences
Start conversations on your customers' channel of choice
Transform customer experiences with data-driven journey management
Personalize experiences and communications to drive customer loyalty
Improve customer experience, customer communications management, and customer lifetime value