Customer Feedback Wanted. Here’s a fact, in case you didn’t notice…Large companies are
trying to figure out how to engage with their customers. They are asking the public what they’re
thinking by using Customer Feedback Management (I
wrote about that a few weeks ago here).
And they’re carefully managing how they communicate with their customers. Customers must be reached where they dwell
and they live for the most part in social networks.
Marketing automation used to be
simple. The channels were email, direct mail and
phone. Companies used these simple
channels to reach out to customers (and potential customers). You would pick the most likely prospects, and
the best way to reach them and fire away.
Fingers crossed for 1 to 3% response.
Social
networks, where people tend to dwell now, and can be reached, is not just
another channel. It’s a whole new
ballgame, requiring an interactive, sometimes real time, conversation between the people who work at your company and your customers. If you’re lucky you’ll get those customers to
be loyal and advocate for you.
Why is Customer Experience Management
important to the innovation inclined?
Two main reasons:
1. You want to find out what your customers are
thinking.
2. You want to periodically challenge
them to provide their ideas.
There are
too many social network channels, too many customers and not enough time to
communicate effectively (and track the results) without good software.
Customer Experience Management is a class of software on offer from
big companies like IBM and Oracle as well as a slew of smaller companies. Remarkably it’s somewhat of a level playing
field. No company owns the market and
the slew of software options are difficult to compare. It’s not that they’re virtually equal in
competencies. It is just that so many have taken different steps to get there.
Some of
these come from the email space, recently adding on software to communicate via
the mobile channel, then tools to push out messages via Twitter and Facebook. Other software vendors focus initially on the
social channels and add on dashboards to give the bigger picture. Still others take novel approaches, like
providing technology to track contests or setup a social network. With this blog post I’m endeavoring to take a
look at what the choices are.
A List of the Top 20 Customer
Experience Management Software Offerings.
Let’s take a
look at the most well known, and widely installed Customer Experience
Management (CEM) software offerings that can be used to manage the messages and
calls to action you put out to your customers and the public. There's actually way more than 20 but that looked better in the headline :). In all cases, I’m adding the company’s own
description.
1. Empathica empowers
employees and customers of leading brands to create places they love; turning
transactions into great experiences, employees into owners and customers into
advocates.
2. Satmetrix
the
leading provider of cloud-based customer experience software for companies
worldwide.
3.
Eloqua (Oracle) highly
personalized and unified experience across channels
4. Totango combines big data analytics with powerful segmentation and
engagement tools to allow online services to take the right actions with each
customer, in realtime.
5. Shoutlet a
social marketing platform.
6. SDL
solutions for managing the global customer experience
7. Silverpop marketing
technology provider with expertise in email marketing and marketing automation
8. ExactTarget a
provider of on-demand email marketing software solutions.
9. Hootsuite social
media management system for businesses and organizations to collaboratively
execute campaigns across multiple social networks
10. Hearsay bolster brands
across all the major social networks
11. Wildfire/
Google social media marketing
software
12. Vitrue/Oracle social
marketing solution
13. Involver/
Oracle social marketing platform
14. Sailthru helping brands deliver individual experiences
to millions of unique users in real time.
15. Hubspot All-In-One Marketing Software
16. Lyris data-driven
interactive marketing campaigns that facilitate superior engagement, increase
conversions, and deliver measurable business value.
17. Thismoment powers dynamic brand experiences - online social
marketing campaigns comprising multimedia-rich content, creative design and
social conversations
18. Brickfish engagement
based social media programs through contests
19. Dynamic Signal provides a white-label platform for
brands to run high-reach word of mouth marketing campaigns in collaboration
with a trusted circle of brand advocates.
20. Moxie the most complete and
intuitive social networking software for the enterprise for employee and
customer engagement
21. Tongal a social content development platform that
helps global businesses connect with global creativity
22. Expion a social software
company with a centralized platform that empowers global brands, agencies, and
retailers to localize and manage their social marketing efforts.
These are
more CRM systems, than Customer Experience Management, although CEM is
typically a subset of the offering:
21. Neolane provides the only
conversational marketing technology that empowers organizations to build and
sustain one-to-one lifetime dialogues
22. IBM
(via Unica or their EMM offering) enterprise marketing management software
23. Aprimo delivers technology and
insight that accelerates marketing productivity and the ability of marketing to
document performance.
24. Loopfuse a sales and marketing
automation software
25. eTrigue easy-to-use marketing automation, demand
generation and sales acceleration Software-as-a-Service (SaaS) applications
26. TreeHouse
Interactrive a leading SaaS provider
of marketing automation and partner relationship management (PRM) software for
companies that sell B2B, B2C or through partners.
27. Act-on allows business users
to integrate their customer relationship management efforts across a variety of
popular tools in one easy-to-use interface.
Summary: Idea
Management Solutions are perfect for internal collaboration focused on
innovation. Compelling portals with
easily administered security can be configured using existing internal idea
management software solutions.
Specialized software exists designed to Challenge customers (and the
public) to provide solicited feedback including ideas. And these software products are perfect to
communicate both brand messages and the message that your company embraces
innovation.
About the Author
Ron Shulkin
blogs researches and writes about enterprise technology focused on social media,
innovation, voice of the customer, marketing automation and enterprise feedback
management. Ron Shulkin is Vice
President of the Americas for CogniStreamer®, an innovation ecosystem.
CogniStreamer serves as a Knowledge Management System, Idea Management System
and Social Network for Innovation. You can learn more about CogniStreamer
here http://bit.ly/ac3x60 . Ron manages The Idea Management Group on
LinkedIn (Join Here) . You can follow him Twitter. You can follow
his blogs at this Facebook group. You can connect with Ron on LinkedIn.
Republished by Permission from The Front End of Innovation Blog.
Republished by Permission from The Front End of Innovation Blog.
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