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Posted by Megan Burns on August 8, 2011
(This post was co-authored by Megan Burns and Andrew McInnes so appears on both of their personal blogs.)
Customer experience management (CEM) has become a marketing buzzword for technology vendors as of late. While this isn’t surprising given the current energy around customer experience in general, it is a problem. Here’s why:
Customer experience leaders shouldn’t dismiss vendors that market CEM solutions altogether — there’s significant value to be had, and customer experience leaders should definitely be influencing technology decisions. Potential buyers just need to tread this Wild West of a space carefully. It’s immature, full of hype, and ultimately destined to shake out into a series of clearer categories.
Vendors should help customer experience leaders make smart decisions by clearly articulating where their solutions fit in the customer experience ecosystem rather claiming to supplant it.
What are your thoughts? Will a CEM technology category ever really exist? If so, what will it look like?