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SDL Unveils New Business Strategy, Customer Experience Cloud

With a new flagship product, the Customer Experience Cloud (CXC), SDL will offer retailers a cloud-based customer experience platform that incorporates social intelligence, customer analytics, campaign management, e-Commerce and web content management solutions.

CXC was designed to empower employees across the entire organization — from marketing to customer service — with the data they need to better understand customers. Using these insights, they can create, manage and deliver relevant, personalized campaigns. The product is the first in a series of new, cloud-based solutions to be released throughout 2014 as part of SDL’s Customer Experience Management (CXM) strategy.

“The market for customer experience is really starting to take off and take shape,” said Paige O’Neill, CMO at SDL, in an interview with Retail TouchPoints. “Whether you’re in retail or the B2B space, everyone is thinking about it today.”

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As part of the CXM initiative, SDL will be implementing a new organizational structure and cloud-based product portfolio as a new go-to-market strategy, largely driven by past acquisitions.

“We’ve spent the last few years integrating acquisitions and making strategic investments in moving to the cloud,” O’Neill said. In addition to technology planning, SDL has focused on executive hiring and restructuring its sales operations to confirm its position as provider of a cohesive, integrated product portfolio.

Previously, SDL was “operating as different companies when the acquisitions were taking place,” O’Neill noted. The company has since “integrated all pieces and the sales team together,” which means all reps are equipped to sell the complete SDL solution stack, with teams organized by geography and industry.

O’Neill anticipates that this move will help the company establish a “strong position moving forward as a leader in the customer experience space. We’re still seeing many companies starting with a single product or solution, and then they expand. There’s a small percentage of the market really buying a complete customer experience solution.”

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