PXM is the fuel of the modern online customer experience
A few years ago, all online shops needed to share content with their customers to offer them a better experience. Now, just publishing content, isn’t enough anymore. Customers are evolving quickly and more important they are demanding more. They demand a great customer experience 24/7 on every channel. This is why Product Experience Management (PXM) is so important. You could even say that PXM is the fuel of the modern online customer experience.
A PXM system centralizes the management of customer, product, supplier, and all other data you have available, and it applies machine learning and other AI techniques to that data so you can link transaction and interaction data, and it provides relevant, contextual, engaging content to the right audience at the right time and in the right place. Therefore, you are always offering the best possible experience to the right person.
How to create a better experience with PXM
Have you ever wondered what the impact is of product information is in regards to the customer experience? Akeneo and Accenture did a survey about customer experiences in France with over 1000 participants and the results prove that product information and product experience are a real competitive advantage and are crucial to success in the omnichannel age. How to improve your product information and product experience? Start with these tips! Want to know what your PXM maturity level is? You will get a personalized report by filling in this assessment.
Tip 1: Present information in the proper context for the channel you’re selling on
The rise of marketplaces and branded e-commerce channels present a challenge when it comes to managing product information and product experience. The research of Akeneo and Accenture proves that consumers expect, and even demand, that information, and experiences are tailored to the specific channel they’re shopping on. Adapting product information for relevant channels can boost your brand image and reputation, leading to a notable increase in conversion rates.
Succeeding in omnichannel commerce is about creating a consistent but contextual customer experience by delivering tailored content at each stage of the purchasing journey. The aim is to fully invest in the right channels where buyers shop.
Virginie Blot, PXM (Product Experience Management) Evangelist at Akeneo
Tip 2: Pay attention to technical information and product descriptions
The number of online channels consumers can choose from isn’t the only thing increasing. There are also more products available than ever before, which has pushed customers to become more demanding, forcing companies to provide higher levels of product information, so pay attention to this and make sure you offer all available information.
Tip 3: Contextualize product information
As stated above, the number of channels is growing, but that doesn’t mean you need to offer the same product information on every channel. Each channel also has its own rules about what information is required and may have restrictions on product description length and other listing details. Product information should be presented in context for the specific channel a consumer is shopping on. Branded e-commerce stores, for instance, should prominently feature information like brand values or history, while social selling offerings, like those on Instagram or Pinterest, should offer beautiful photos and images.
Want to see all 7 tips? Download the eBook from Akeneo here. Want to know more about what PXM is and how you become a PXM champion? Fill in the PXM maturity assessment here.
Source: Akeneo
