Optimizing the Product Experience for Buyers and Customers

Maximizing the potential of products requires a dedication to the information about them that informs and entices buyers and customers. Managing product information is a difficult challenge as it involves operations across an array of channels and systems, often resulting in worse-than-expected product experiences. Every industry and organization has disparate product information that must be unified and managed effectively. Organizations need to prioritize this effort to improve experiences and quality of information across departments and business processes including marketing, sales, commerce, CRM, ERP, the supply chain and finance. To understand how organizations are addressing the need to manage product information and provide the best possible digital experience and therefore customer experience, Ventana Research is conducting new research to examine organizations’ existing and planned approaches to product experience management (PXM). We will use this research to determine best practices and steps necessary for improvement.