CXM encompasses a range of topics, but has in part come about thanks to improvements in analytics technology combined with multi-channel marketing. It is particularly beneficial to digital channels where activity can easily be measured and centred on the customer.
The customer is king. It's an easy thing to say, but what does it mean? In marketing terms, satisfied customers can be moved up the "loyalty ladder" from being satisfied, to loyal to advocates by providing outstanding customer service.
Simply speaking, this means giving the people what they want and they'll come back and bring their friends. So how can content and Search Engine Optimisation (SEO) help with this?
Content for SEO
Most web managers find that a large proportion of their site traffic comes from Google or other search engines. This has significant consequences to the content on your website and how you can improve customer experience.
SEO works best where you can anticipate what your users are going to be looking for, and what keywords they're likely to put into a search engine. This can be done by looking in Google analytics to see which keywords are driving traffic from search engines to your site. If your service is easily describable via a search term like: 'bin collections in the local area' then SEO works well. However, search engines are getting more 'human' and internet users are getting less 'technical', so a proportion of your site's readership is likely to ask: 'when do my bins get collected'. You want those users to find the same answers, based on the content of the page and the information it contains.
If your SEO gets you the top link on Google but the page contains no useful information or isn't comfortable to read, it's been a waste of time and your customers will try another channel. That makes it vital to perform regular site content reviews, and user-based journey analysis.
Social Media search
It is important to include social media search in your social media strategy. Users of social media regularly (wittingly or not) use the search facility in social media sites or belong to groups where topics are discussed and then click on links provided by other users and organisations.
To stay ahead, it's vital to have a coherent and to keep an eye out for the next communications channel. Even the industry doesn't know what that is yet, mainly because it's going to be whatever the end users (your customers) like and find easy to use.
Write informative content, make it readable and easy to find, and get people talking about it.
The most important thing to remember is that whatever the channel may be, it's information that's the most important element. Information is an asset that's jealously guarded, and rightly so. Your customers will come to your site expecting to be able to find the information they need but expect their own information to be kept safe. Make it easy for them and they'll come back for more.