Customer Experience Management: The New "New" of Digital Marketing and the Role of Web Content Management

Of late, customer experience and customer experience management (CEM or CXM) have become the new “new” of digital marketing parlance, or, more specifically, of the technology vendors who want to help achieve that noble goal. It is the case, however, that CEM is far more than a positioning statement. CEM is emerging as a distinct digital marketing practice. Simply put, interacting with customers is fundamentally different than interacting with prospects. The difference is data. Organizations are sitting on a treasure trove of information about customers, and savvy marketing executives and managers are learning how to use it. This paper defines CEM and breaks it down into relevant sub-parts, arguing that the whole is far greater than the sum of the parts. It also emphasizes the central role that web content management plays in binding the digital aspects of CEM together.