Best Practice Report

Harmonize DXP And CRM Initiatives To Support The Entire Customer Journey

New Rules For Future Fitness: Break Down Technology Silos

September 8th, 2021
Kate Leggett, VP, Principal Analyst
Kate Leggett VP, Principal Analyst
Joe Cicman, Principal Analyst
Joe Cicman Principal Analyst
With contributors:
Daniel Hong , Eric Bellomo , Allen Bonde , Hailey Colin , Peggy Dostie

Summary

Providing a great customer experience rests on mobilizing technology and processes around the customer. This requires a well-coordinated strategy across digital experience platforms (DXPs) and CRM teams to deliver the hybrid digital-plus-human-assisted engagements that capture 24% of all B2B purchases globally. The boundaries that once separated the two categories are rapidly breaking down. Such an approach aligns stakeholders around a common mission and a common set of outcome metrics, streamlines processes, better harnesses data, and reduces tech sprawl. This report outlines six best practices for deploying teams on joint missions in support of successful customer journeys.

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