This is a guest post from Anjali Yakkundi, a Researcher at Forrester Research. It originally appeared on destinationCRM.
By now, everyone knows that engaging and dynamic customer experiences are a key competitive advantage, and “business as usual” will no longer suffice to support these engaging digital experiences. Organizations that don’t embrace this customer-focused thinking will risk missing out on important opportunities and will lose strategic advantages.
From a technology standpoint, the key to success will be integrated, best-of-breed customer experience management (CXM) solutions. This includes technologies such as Web content management (WCM), CRM, eCommerce, digital asset management (DAM), site search, and Web analytics.
We recently completed an evaluation of the DAM market. DAM is a key process-based solution that focuses on managing rich media content (e.g., videos, images, graphics, and audio). Despite the well-documented importance of rich media in cross-channel customer experiences (consider the amount of video and images on the Web or in marketing content now versus just five years ago), DAM solutions have long been overshadowed by other CXM technologies. These solutions have traditionally been relegated to niche, rich-media-heavy industries such as media, publishing, and entertainment. But as more and more organizations understand the importance of a cross-channel rich-media strategy to improve customer experiences, DAM for customer experience is experiencing a revival in interest across verticals.
Ultimately, customers don't judge you based on how well you gather business requirements, choose development technologies, manage projects, or march through the development process — they judge you based on how they feel before, during, and after they use your software. This is the digital experience. If you get the customer experience wrong, then nothing else matters. And expectation inflation is sky-high thanks to the Apple-led smartphone revolution. To succeed in the new age of digital experience, application development professionals must collaborate with their business partners and customers to create experiences that customers love. You need a new approach represented by these five axioms:
Software is not code; it creates experience.
Development teams are not coders; they are experience creators.
Technical talent is table stakes; great developers must be design and domain experts.
Process is bankrupt without design; you get what you design, so you had better get the design right.
Software is a creative endeavor, not an industrial process like building automobiles. Structure your methodology to empower your creative talent.