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
Your customers are increasingly requiring a better experience when they buy—either offline or online. This need for a stellar experience is not limited to shoppers and consumers. In fact, your business customers may be the ones that have less time to dilly-dally with search engines and browsing through products. They have a need, they know what their need is, they may have a pretty good idea what the solution is, and they want a frictionless experience to acquire it.
So, in these cases when your primary is to satisfy a need—quickly and conveniently—your main goal should be product experience management. That is, you need to manage the experience that gets your product into the hands of the customer.
In an upcoming blog series, we are going to explore the various aspects of product experience management—what it means to inRiver and how we think it can help you sell more and develop a loyal following of customers.
You have heard us mention the need for a Content Creation Factory many times in these pages. We will address what this is, how to develop one, and what it means for your organization.
In addition, we will explore findability of your products and how this is fundamental to creating an amazing product experience for your customers.
Many customers will simply not buy online if a product does not provide an image. Similarly, providing incredible product imagery without any product context is also rather pointless. We will discuss this concept, as well as offer a webinar on the topic, to help you understand how to provide great imagery and context for your product assortment.
The product experience must be consistent across all of your channels. It protects your brand and ensures that your customer knows what to expect—and receives what they expect—regardless of device, location, or channel. We will provide some insight into how you can take control of the product experience so that your customers will instill their trust in you and your products.
Last, but not least, you should know that product information management is the cornerstone of providing a superior product experience for your customers. In the coming weeks, we will delve into why you need to explore PIM and how it is fundamental to your digital strategy.
Kathryn Zwack, Sr. Content Marketing Manager, inRiver