A01 chaf6542 06 se fm indd

customer experience management (CXM)

. The development of 

UX to CXM has been prompted by:

● 

The use of smartphone and mobile devices.

● 

Dual or multiscreening where a smartphone or tablet may be used alongside other devices, 

including TVS.

 User-  centred  design 

(UX)

Design based on 

optimising the user 

experience according 

to all factors, including 

the user interface, which 

affect this.

Figure 11.8

Digital business architecture for a B2C company

Web browser

Web

server

Merchant

server

Static and

dynamic HTML

and ASPcode

for website

interface

Payment

server

ERP

server

Catalogue

(content)

server

Personalisation

server

CRM

server

Internet

 User-  centred site design and customer experience 

management

Focus on

Customer 

experience 

management (CXM)

User experience 

improvements are 

broadened to consider 

the context of use 

to different physical 

locations or customer 

touchpoints across 

different digital platforms 

including desktop, 

mobile sites, apps, social 

networks and email 

marketing. Context of 

use includes device type, 

location and interactions 

with customer service.

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Chapter 11  Analysis and design

● 

Multichannel shopping behaviour where mobile devices may be used in-store as part of 

the purchase decision, or the decision to purchase offline is prompted by online experi-

ences and vice versa.

● 

The website experience being closely integrated to other online company platforms, 

including company social network pages and email communications.

● 

The integration of offline customer service with online customer service through services 

such as livechat and  call-  back integrated into websites.

The range of platforms that must be controlled as part of CXM is shown in Figure 11.9.

CXM is particularly important to multichannel or omnichannel transactional sites such 

as those for travel, retail and financial services. Forrester (2011) describes CXM in terms of 

different systems that can be used to deliver customer experience. These include web con-

tent management, personalisation, marketing automation, commerce platforms, customer 

service interaction management, on-site search, merchandising and combining analytics 

with test and optimisation. This description suggests the design challenge of creating an 

effective customer experience based on integration of different systems or services that form 

the overall experience. It also shows that CXM is not a  one-  off activity during creation of a 

new site, but an ongoing process of improvement using analytics and structured testing as 

part of a