Customer experience management has emerged as one of the biggest trends for 2018, as businesses realize their path to profitability must include a savvy customer experience strategy. One book that neatly summarizes this realization is Connect: How to Use Data and Experience Marketing to Create Lifestyle Customers by Lars Birkholm Peterson, Ron Person and Christopher Nash.

All three authors are Sitecore executives. Sitecore is a customer experience management company that offers web content management and marketing automation software.

I discovered the book a few years ago while presenting at the DXSummit, a Chicago marketing event hosted by CMSWire. While I did not get a chance to talk to the authors directly, I did read the book to gain vital insights into what the authors feel is important for creating great customer experiences.

The chapters in Connect explore how customer experience can be best managed, with each chapter mapped to the customer experience maturity model, a process of managing people processes and technology to better serve the customer and better strengthen the business plan. The customer experience maturity model offers an actionable means for managers to plan their content against the growing behavioral trend of micro-moments — the concept of customers viewing  content tailored to the instances when a consumer has a need or questions.

The book’s focus on the model helps businesses that have been around the block a while learn to transition their material to more strategic activity that leverages product lifecycle and customer usage of product.  The authors offer this view: “As your organization evolves to higher levels in the maturity model, the strategic value of marketing increases If you want anything to last a lifetime, you have to care for it!” Two ideas stood out to me about Connect. Read more from…

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