OpenText™ has announced delivery of its comprehensive vision for Customer Experience Management that addresses the needs of marketers and the challenges of managing major global brands. To complete this vision, the company has formed an alliance with US-based digital marketing agency VML, bringing together the full range of OpenText Customer Experience Management technologies with VML’s creative and implementation capabilities.
Customer Experience Management (often referred to as CEM or CXM) addresses the key business transformations marketing teams are embarking upon today: embracing a social business strategy, driving customer-centric mobile and online marketing, managing their brands globally, raising customer satisfaction for online service, and delivering tailored customer communications online and offline.
Over the past two years, OpenText has delivered and integrated a robust set of Web content management, semantic search, analytics, media management, social, mobile, portal, campaign management, and customer communication management technologies. As a result of this concerted focus on Customer Experience Management, OpenText now offers the industry’s most comprehensive portfolio of products and solutions that marketers need for rich, interactive campaigns, managing brand consistency and adopting a social business culture that enables the agile, adaptive enterprise.
By joining forces, OpenText and VML give marketers a one-stop option for developing Customer Experience Management solutions spanning both the technical and the creative sides of marketing. The agreement formalizes an already strong working relationship between the two companies – one that already includes many mutual customers, encompassing business development, consulting, development, implementation, technical training and customer support. VML brings impressive credentials as a member of the WPP Group and the proven ability to bridge the worlds of marketing and technology.
“As a marketer, the only way to succeed in the face of rapid and constant change and disruption is to create deep and lasting connections to customers,” said James Latham, Chief Marketing Officer, OpenText. “This requires comprehensive integration of customer information across engagement platforms, portals and mobile, together with cohesive creative concepts. This level of integration is extremely difficult to create and maintain on an ad hoc basis, but without it the customer experience is fractured. We are delivering this today.”
“We share OpenText’s vision of integrating Web, social and mobile together with community and collaboration portals in order to create the type of personalized experience customers expect online,” said Martin Coady, Director of Technical Strategy of VML. “By working more closely with OpenText, we significantly enhance our ability to help some of the world’s top brands develop a digital roadmap to move toward a smoother, more sophisticated and effective relationship with their customers.”
To help organizations design their Customer Experience Management strategies, OpenText recently launched a Customer Experience Management website that features numerous videos and stories of how marketing innovators have applied online technologies to strengthen connections with their customers. It also features an ongoing conversation fueled by the new blog titled Engage U authored by OpenText experts and guests. Core subsections include Online Marketing, Global Brand Management and Adaptive Enterprise with Customer Self-Service and Customer Communications Management on the horizon. Finally to round out its vision, the OpenText Value Engineering team can help customers, analyze, document, and quantify the positive impact to strategic business processes that could result from the