Interaction Experience Management (IXM)
The Next Stage in Forms Transformation
From filling out new patient forms for a healthcare provider to completing a form to apply for a new credit card or change your designated 401k beneficiary, forms have long served as the main method of collecting customer data that is required to drive key business processes.
Over the past several years, forms have been undergoing digital transformation to deliver greater convenience to customers and efficiency to back-office teams. Digitization is a critical stage in forms transformation, but customers are becoming more demanding in the quality of the digital interactions they experience. Customers now expect interactive, personalized experiences at a time that’s convenient for them and through their preferred channels.
Traditional forms, whether paper-based or digital, have remained static and disconnected from the broader customer experience strategy, creating friction in interactions, missed opportunities for personalization, and operational inefficiencies. To address this gap and meet customers' elevated expectations, Aspire CCS, a global market research firm specializing in the CCM and CXM industries, has identified an emerging technology category that reflects the next stage in forms transformation. Enter: Interaction Experience Management (IXM).
IXM: An Emerging CX Technology Market Segment
IXM is a fast-growing customer experience (CX) technology market segment that is reshaping how customer data is collected and leveraged by transforming forms into bi-directional interactions. This is achieved this by deploying form components, such as the underlying logic and intelligence, as interactive elements within omnichannel touchpoints that are connected to the broader CX. For example, an interactive video, WhatsApp message, or chatbot dialogue can be used to capture customer data as an integrated part of the omnichannel experience.
According to Aspire, while Forms 2.0 is focused on digitization, IXM is the next level of forms transformation that is expected to accelerate over the next few years and create significant CX differentiation. At the IXM level, the barriers of the traditional, document-bound form are lifted, and data collection occurs through dynamic, real-time customer interactions. With innovative technology providers advancing and expanding their IXM solution offerings, businesses have the tools needed to evolve customer data collection from one-size-fits-all forms to personalized, omnichannel customer interactions that facilitate seamless information exchange.
Breaking Down Operational Siloes
Best-in-class IXM solutions integrate with core systems, including CRM, ERP, and line of business systems to break down operational siloes and drive a more holistic customer experience. With customer data automatically transmitted to business systems and operational workflows, data-driven decisioning and real-time CX enhancements are enabled, as well as the automated execution of recurring customer processes, such as customer enrollment/onboarding.
IXM technology brings captured customer data out of the siloes and aligns it with existing insights and communication workstreams to drive more accurate, efficient, and personalized interactions. By enabling seamless data exchange across CX touchpoints, experiences become more connected and relevant, leading to better customer outcomes, strengthened loyalty, and greater lifetime value (LTV).
Driving an Integrated Communications Approach
Future-forward Customer Communications Management (CCM) technology vendors like Quadient are integrating customer interaction (IXM) capabilities with CCM solutions to unite inbound and outbound communications under a holistic CX strategy. With incoming and outgoing communications managed from an integrated platform, customer interactions are better orchestrated across the customer journey, reducing CX friction while improving brand consistency.
With CCM and IXM working in tandem, collected customer data can be used to auto-generate customer communications that are essential to process fulfillment and customer information sharing, including confirmation emails featuring personalized PDFs and mobile notifications providing status updates. By connecting data collection to CCM systems, customers are able to rapidly receive personalized follow-ups that feel like a fluid continuation of the prior interaction. By integrating inbound and outbound communications, businesses can improve customer journey orchestration and deliver contextually relevant engagement that speaks to customers' evolving needs, interests, and behaviors while maintaining a consistent brand voice and regulatory compliance.
Explore Top IXM Software Vendors & Trends
Future-forward organizations are using IXM technology to bridge the gap between data collection and communications while eliminating the barriers that prevent data from being shared across the organization and used to create more consistent, accurate, and relevant interactions.
Quadient is proud to be a Leader on the newly released Aspire IXM Leaderboard Grid, an interactive digital vendor ranking tool that assesses IXM software vendors on Capabilities and Strategic Direction. See how we rank and unlock exclusive analysis with 30-day Premium Access, sponsored by Quadient. With your complimentary Premium Access pass, you can view detailed vendor scoring, create and share custom grid views, and gain in-depth insight into vendor strengths, competitive differentiators, customer feedback scores, and more to identify the best-fit IXM vendor for your needs.
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