PXM: Closer to customers with product experience management

Product Experience Management, or “PXM” for short, describes a method that helps retailers and manufacturers alike to build better and stronger customer loyalty. With this important component of a modern omnichannel strategy, companies can learn more about their customers' product experience and thus increase customer satisfaction in the long term. In this article, we look at the opportunities and possibilities offered by PXM. We also take a close look at the potential for success for companies and how communicode can support you in achieving your goals.

What exactly is product experience management?

Product experience management is an approach that aims to improve the customer experience with a product. It focuses on both the product presentation and the entire customer journey, i. e., the process chain from discovering the product to purchasing and using it. At its core, PXM is about optimizing the customer experience. To do this, all touchpoints along the customer journey are analyzed and improved. The aim is to address customers in a more targeted manner and give them a deeper understanding of the product in order to achieve long-term customer loyalty.

To successfully implement PXM, companies must consider a variety of factors, such as the target audience, brand identity, and product features. Cross-channel marketing also plays an important role in reaching customers at different touchpoints and conveying a consistent brand message. Product experience management is an important part of a successful marketing strategy because it helps companies better understand their customers' needs and build deeper relationships with them. By focusing on the customer experience, companies can benefit from greater customer loyalty and increased sales in the long term.

What is the significance of PXM for e-business?

Product experience management is an important factor in digital product marketing that is often overlooked. It refers to the management and targeted delivery of product information and content to create an optimal shopping experience for the customer. It is about presenting the customer not only with the product itself, but also with the associated information, images, and videos in an appealing and informative way. In e-commerce, it is very important that customers can identify with the product. PXM helps by providing comprehensive and appealing product descriptions that give customers a better understanding of the product and its features. By using high-quality images and videos, customers can see the product in action and get a better idea of its added value in everyday life.

Another important aspect of product experience management in e-commerce is personalization. By using customer data and behavior, PXM can help customers find exactly what they are looking for. By offering customers relevant products and recommendations, you can improve the shopping experience and strengthen customer loyalty. By optimizing product information and content and personalizing it for the customer, the shop operator can gain the trust and loyalty of customers and ultimately increase sales in the long term.

How does product experience management work in detail?

The goal of PXM is to create a consistent and positive customer experience that inspires customers and builds long-term loyalty. To achieve this, companies must view their products and services from the customer's perspective. What are the needs and desires of customers? How can these be met best? This is where PXM comes in: by strategically managing product information and data, companies can tailor their products optimally to customer needs. PXM encompasses various aspects such as product descriptions, product images and videos, and product data.

However, PXM is not a short, one-off project, but rather a continuous optimization process designed to support and improve the customer experience. Companies must constantly adapt their products and services to the changing needs and desires of their customers and continuously improve the customer experience. PXM is therefore an important building block for companies to differentiate themselves from the competition and build long-term customer loyalty.

Example:

If a customer searches for a smartphone on the Internet, the handling of the device should be presented as clearly and transparently as possible before the purchase in order to give the customer a feel for its use. Cross-selling offers such as protective cases, additional charging cables, and headphones complete the process. Even after the purchase, the flow of information should not stop. Retailers can continue to provide their customers with further information on accessories, suitable apps, and tips for safe use even after delivery. This does not only enhance the retailer's reputation, but also increases customer confidence and loyalty.

PXM as a PIM extension

Product experience management is designed to help you strengthen customer loyalty to your company. By integrating PXM into an existing product information management (PIM) system, companies can enhance their product information with valuable additional content and thus offer an even better customer experience. PXM makes it possible to view products not just as products, but as part of a comprehensive customer experience. At communicode, we are experts in optimizing all phases of the customer journey and the targeted use of PIM for product marketing. As experts in digital change management, we understand the demands of a customer-oriented supply chain and are happy to help you establish a successful PXM strategy.

However, no additional software is required for successful product experience management if a comprehensive PIM system is already in use. Although numerous separate PXM tools are advertised online, the marketing applications and features that your shop system provides usually offer all the functions required for successful product experience management. This is because PXM is more of a concept in product marketing that takes place along the entire value chain and is implemented in part via the PIM system.

Advantages of product experience management via the PIM system

Another advantage of PXM is the ability to increase brand awareness. By optimizing product information and images, companies can present their products more efficiently and thus attract more attention. This can lead to potential customers becoming aware of your online store and choosing your products. In addition, skillful product experience management in PIM can help increase efficiency within the company. Centralized management of product information allows your employees to access the data they need more quickly and thus work more effectively. This also helps you avoid errors and misunderstandings, as all employees have access to the same information. Sharing this information and marketing data enables you to tailor your product marketing to your individual target audience.

The challenges of product experience management

One of the biggest challenges in product experience management is integrating different systems and data sources. To offer a holistic product experience, information from different areas such as marketing, sales, and product development must be brought together.

Another task is the personalization of product presentation. Today's customers expect individual offers and information tailored to their needs. To achieve this, you need to conduct comprehensive data analysis and know your customers inside out. The first step is to analyze which channels your target group uses. This enables you to design and deliver your content in the second step in line with the appropriate tone and approach.

Maintaining and updating product information is also an essential aspect of PXM. Only when information is always up to date customers can have a positive experience with the product. To overcome these challenges, close cooperation between different departments and a holistic PXM concept are essential.

At which touchpoints does PXM have an impact?

The answer to this question is very simple: at all of them. Successful product experience management encompasses all interactions between customers and companies, whether online or offline. From product research to the purchasing process to customer service, every touchpoint offers the opportunity to create a positive customer experience and thus strengthen customer loyalty. A well-thought-out PXM strategy therefore takes all touchpoints into account and ensures a consistent and appealing customer journey. This way, you can ensure that your customers are not only satisfied, but also become loyal brand ambassadors of their own accord.

Successful PXM strategy with communicode

Product experience management is an important part of modern e-commerce. By focusing on the needs and expectations of your customers, you can improve your products and services in a targeted manner and thus achieve higher customer satisfaction. By using your marketing tools, including your PIM system, you can customize your products and services and thus create a unique customer experience.

communicode can help you design your PXM strategy. We understand your customers' needs and the requirements for successful e-business. This means our consultants have the expertise to understand your existing processes and optimize them for successful realignment. We are happy to advise you and work with you to develop a successful concept that we will implement according to your wishes. This makes PXM a promising concept that helps you stand out from the competition in the competitive e-commerce market and achieve long-term success.