Brian Walker of Forrester released a report on The Emergence of Customer Experience Management Solutions that discusses some of the dynamics of this shift.
The below graphic does a beautiful job of visualizing the different touchpoints throughout the customer lifecycle, along with some of the communications vehicles that play a role at each point:
Forrester defines a customer experience management (CXM) solution this way:
"CXM solutions are the technology solutions that allow businesses to manage and optimize the customer experience through content management, customer targeting, analytics, personalization, and optimization capabilities across customer touchpoints — online, through mobile devices, through Internet-connected interfaces, and through digitally support customer interactions such as contact centers and in-store or branch interfaces."
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