Charting a Path for Managing the Customer Experience


New Picture (3)Today I am breaking my blogging drought by cheating. By cheating I mean that I attended a breakfast hosted by ICF Ironworks and Sitecore to hear Ron Rogowski of Forrester speak on Customer Experience Management. During the session I, among others, tweeted quite a bit using the hash tag #icfcxm.

Before diving in, want to say that Ron was smart, knowledgeable, and entertaining. The room was heavy with Association types and his experience in the space was minimal but most of what he said applied very nicely to the world of Associations.

Why Customer Experience Management

I know that many, including myself, will call it a craponym, but CEM/CXM is a valid concept. Knock the marketing lingo all you want, managing the customer’s experience with you and your brand is critical. As proof of this, Ron pointed to someone who had taken the top 10 companies in CXM, as per Forrester’s Customer Experience Index, and the bottom 10 companies and tracked their stock price over five years.

You know what he found?

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