ExperienceCurve by Karl Long

Interwoven has recently got in touch with me to see if I was interested in interviewing their CMO, Bill Seawick to talk about their focus on “customer experience”. Interwoven is one of the technology companies that has become started to position its tools and services around the concept of enhancing the customer experience.

I haven’t actually spoken to anyone there yet, but I sent them some questions that I had, and I thought I would try and get some written answers, and follow it up with an audio recording of some follow up discussion. Here are some questions I’ve posed, please feel free to suggest other areas I could be asking about in the comments.

• How do you guys think about/define Customer Experience? How do you perceive the market is thinking about it? Are you in a missionary sales mode, or do your customers, I hate to use this term, “get it”?
• I’ve known about Interwoven for years, having been an web consultant during the .com boom, and interwoven has always been a technology mentioned in the same breath as vignette, broadvision, etc. So why and how does a content management company make the transition to a customer experience… focused/positioned company?
• How are your implementation/professional services aligned with understanding/supporting customer experience? Are there any tools/frameworks that you guys use to try and understand the customer a little more holistically?
• Now lots of CRM companies are making the leap to position themselves as CEM companies, do you see any issues with differentiation or problems with market perception leaning toward the CEM/CRM comparison?