So-called customer experience management (CXM) is a general term for technology solutions that help companies deliver all of the stuff that faces their customer — marketing, advertising, support services and the actually commercial transaction functions.
Different vendors approach it in different ways. Adobe, for example, comes to it from a creative perspective and goes heavy on the content creation tools. Salesforce and Microsoft, by comparison, have their start in CXM in the customer-relationship management aspects and hence are heavier on this more transactional area. But whichever way they approach it, increasingly the big technology vendors are thinking about what CXM means for them and how they can grasp the huge market opportunity that exists.