Throughout the buying journey, the digital customer passes through many sub-systems of the company, including: CRM, web experience management (WEM), Portal, Digital Asset Management (DAM), enterprise resource planning (ERP), eCommerce, etc. Often these systems are the result of ‘tech sprawl’ to solve in-the-moment needs with varying degrees of integration success.
The integration of data and application is meaningless if it cannot be leveraged by marketers with maximum agility to let their customers see what they want, when they want, in context of their life events and via their preferred devices.
The greater challenge lies in the relationship between the CMO and CIO. Historically, these roles have seen each other as a bottleneck or, worse, cause of failure.
For success in digital enterprise today, the CMO and CIO must seamlessly and continuously work together and share the responsibilities of a CXO (Chief Experience Officer) role. This is THE challenge that faces all enterprises engaged in Digital Transformation.
Having a comprehensive user experience platform that unites all the elements of the customer journey with ease helps resolve these challenges.