It has been a few years since Forrester suggested that digital commerce vendors implement “Customer Experience Management” (CXM) which they defined as:
“A solution that enables the management and delivery of dynamic, targeted, consistent content, offers, products, and service interactions across digitally enabled consumer touchpoints.”
Because CXM encompasses all touchpoints across the customer journey, it is essentially a wrapper for any and all platforms that contribute to delivering a great customer experience:
At inRiver we recognize the importance of all of these platforms and, indeed, partner with many providers of these solutions. However, naturally we believe that the cornerstone of providing CXM is product experience management which is delivered via great product information.
Product Experience Management
At inRiver, we have developed a product-centric saolution to promote the concept of Product Experience Management. Product Experience Management encompasses the creation of great product content through management of product information, digital assets, and marketing resources to tell great product stories. By managing the experiences your customers have with your products, you can realize increased revenue, improved customer retention, and content consistency across your channels.
Product experience management is concerned with features that enable:
Product Content is the Basis for Product Experience Management
As a PIM solution provider, it makes sense that we would be concerned with product information management. To underscore that notion, a 2016 study by Shotfarm reported that 78% of respondents indicated that the quality of product content is very important when making purchase decisions and nearly all responders consider product information to be important or very important when making a purchase decision. According to the Shotfarm study, 42% of responders returned an online purchase specifically because of poor product content. Companies then take a direct hit to the bottom line.
The following are some key criteria to determine whether your product content is facilitating a good product experience for your customers.
In the coming weeks we will elaborate on several of these points, as well as discuss providing context and improving conversion in the framework of Product Experience Management. Join us for this exploration!
Kathryn Zwack, Senior Content Marketing Manager, inRiver