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 401k beneficiaries, 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. Aspire CCS, a global market research firm specializing in the CCM and CXM industries, has identified an emerging technology category uniquely designed to address this gap and meet customers' elevated expectations. Enter: Interaction Experience Management (IXM)—the next stage in forms transformation.
IXM: An Emerging 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 digital interactions. This is achieved by deploying form components, such as the underlying logic and intelligence, as interactive elements within omnichannel touchpoints. For example, an interactive video, WhatsApp message, or chatbot dialogue can be used to capture customer data as an integrated part of the omnichannel customer 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 workflows, data-driven CX and business process enhancements are enabled through a comprehensive understanding of the customer journey and emerging preferences, needs, and behaviors.
IXM technology removes the siloes associated with forms-driven customer data collection to enable seamless data exchange across touchpoints and the creation of more accurate, efficient, and personalized interactions. By uniting real-time customer data with existing insights and communication workflows, experiences become more connected, consistent, and relevant across the lifecycle journey, leading to greater customer loyalty and lifetime value.
Driving an Integrated Communications Approach
Future-forward Customer Communications Management (CCM) software providers like Quadient are integrating IXM capabilities with CCM to unite inbound and outbound communications. With incoming and outgoing communications managed by a singular, integrated platform, organizations can better personalize and orchestrate interactions across channels for a frictionless CX that maximizes the full breadth of customer data insights.
With CCM and IXM working in tandem, collected customer data can be used to auto-generate customer communications that are essential to process fulfillment, 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-up communications that feel like a fluid continuation of the prior interaction.
By integrating inbound and outbound communications, businesses can improve customer journey orchestration, reduce CX friction, and deliver hyper-relevant communications that speak to customers' evolving interests while maintaining a consistent brand voice.
Explore Top IXM Software Vendors & Trends!
CX leaders are beginning to use 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 personalized customer interactions. As the IXM technology vendor landscape takes shape and more businesses realize the potential, now is the time to explore the key players in the market and unique value they offer.
Quadient is proud to position as a Leader on the newly released Aspire IXM Leaderboard Grid, an interactive vendor ranking tool that assesses the IXM market's leading software vendors. See how we rank and unlock exclusive analysis with 30-day Premium Access, sponsored by Quadient. With complimentary Premium Access, you can view detailed vendor scoring, create and share custom grid views, and gain in-depth insight into vendor strengths, competitive differentiators, customer feedback, and more to identify the best-fit IXM solution for your needs.
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