Yes­ter­day I spent a lively 45 min­utes pum­mel­ing my key­board for a very good cause. I was adding my per­spec­tive to a mul­ti­tude of per­spec­tives on the state of Cus­tomer Expe­ri­ence Man­age­ment (CXM) in 2011 and the future of it in 2012 at CMSWire’s Tweet Jam (#cxm­chat). Although it is a topic most debated among mar­keters, tech­nol­o­gists and expe­ri­ence strate­gists, the inno­va­tion and under­stand­ing around it, I am con­vinced, impacts all of humankind.

Think about it, how many times are we all sub­jected to bad cus­tomer expe­ri­ence in our per­sonal lives? Imag­ine each of these turn­ing into a utopian inter­ac­tion that inspires delight. Ah, the improve­ment to qual­ity of life.

Out­comes from the Tweet Jam? Here’s my take and some of the per­spec­tives I provided:

Most agreed that Web Expe­ri­ence Man­age­ment/Web Con­tent Man­age­ment is a core sub­set of CXM. There was very lit­tle con­tro­versy on this mat­ter from the stream of tweets.

As for other tools besides Web Expe­ri­ence Man­age­ment that are cen­tral to CXM? I really empha­sized the need for strat­egy and tools that enable com­pa­nies and mar­keters to both lis­ten and deliver expe­ri­ences across all channels/touch points. I know, lis­ten­ing, what a con­cept. The notion of cus­tomer con­text was also hot as an area crit­i­cal to CXM.

Where does the buck stop?

Most agreed it was bottom-up and top-down. I think of the exec­u­tive spon­sors as the CMO, CIO and CXO, the tri­fecta of cus­tomer expe­ri­ence lead­er­ship. The three mus­ke­teers of CXM. I was excited at this point. Thank­fully, Twitter’s forced brevity restrained my desire to make other ref­er­ences to super­hero trios and exclamations.

What is the most impor­tant CXM les­son you learned in 2011?

My tweet: “Any cxm strat­egy worth its X needs #wem dig­i­tal and multi-channel ele­ment. Invest­ment is imper­a­tive. This is Dar­win in action.” I am seri­ous about the Dar­win ref­er­ence. All the busi­nesses I’ve talked to about WEM and CXM strat­egy in 2011 are think­ing and invest­ing hard in the area of dig­i­tal and multi-channel. I firmly believe com­pa­nies not doing this will fade, crum­ble or drop into mar­ket irrelevance.

What is the CXM oppor­tu­nity in 2012?

Read the post title my friend. Full tweet: “2012 is Year of Per­son­al­iza­tion. How we make CXM and #wem inti­mate in a world of dig­i­tal bits and bites. #cxm­chat” Sim­plic­ity from the depths of com­plex­ity. It’s funny how we need sophis­ti­cated tech­nolo­gies to ulti­mately deliver the seam­less, delight­ful expe­ri­ence cus­tomers crave, make the tech­nol­ogy inter­faces meld away, and in the end feel a true con­nec­tion to busi­nesses and other people.

The kicker was a bonus ques­tion from CMSWire about how one dif­fer­en­ti­ates the offline and online strat­egy. Can you guess the response from sev­eral of the par­tic­i­pants? I thought it was a trick ques­tion, in fact. There should be no dif­fer­en­ti­a­tion, it must be an inte­grated strat­egy for CXM.

Period. I say no more…for now.

Loni Kao Stark, @lonikaostark

Group Man­ager, Solu­tion Marketing