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Digital Clarity Group - Addressing the Midmarket’s Requirements for Customer Experience Management

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Tim Walters, Ph.D., Partner, Principal Analyst

Coined “America’s critical growth engine,” there are about 200,000 midmarket companies in the United States, defined by having annual revenue of $10 million to $1 billion.

But midmarket companies rarely have resources for in-house designers, usability experts, or large IT teams – let alone the emerging skills required for Customer Experience Management, which are reflected in the advent of such job roles as social engagement strategist, marketing technologist, and “big data” analyst.

In this whitepaper, Tim Walters, a Partner and Principal Analyst at Digital Clarity Group, explains the type of CEM product and services vendors that midmarket companies should look for in order to reduce complexity:
  • Offer multiple solutions that can be deployed over time as required – but that also integrate easily with existing systems.
  • Provide services teams with proven expertise with the chosen products, as well as non-technical design and strategy resources
  • Work well with internal teams and other service providers.