This week I attended SDL's annual customer conference in San Jose, and spent time with executives to learn more about the company's strategy and solutions in CXM (Customer Experience Management).
To sum up, I came away impressed that SDL leaders "get" what Customer Experience is really about, and that the firm is making a mark in the emerging and important market for digital CXM solutions.
What is CXM?
In CEO Mark Lancaster's keynote, he defined CXM as "a strategy and practice for managing experiences online and offline to acquire, retain, and turn customers into satisfied and loyal customers."
Chatting with Lancaster afterwards, I said that if you substituted "CRM" and "relationships" for "CXM" and "experiences," you'd have nearly matched a definition for CRM that I pitched 10 years ago in keynotes. That brought a grin, and a comment that industry terms do come and go.
Others have defined...