How would you define customer experience management?
Customer experience management removes departmental barriers so that people, process and digital experience technology can work together to consistently deliver a unified experience to customers across all channels and platforms. An effective customer experience management strategy drives brand advocacy, sales and revenue.
What is the difference between customer experience and customer service?
Customer experience is the sum of all experiences a customer has with your brand or product or company over time. Customer service is an organizational function that manages a subset of those interactions.
Who should take responsibility for delivering good customer experience within an organisation?
Every single person at your company helps shape the environment that delivers a good customer experience. That means there must be a shared ethos across all departments. Alignment around customer experience requires strategic thinking and a commitment to collaboration and cooperation among department leaders.
I work in accounts/IT/purchasing. Why should I care about customer experience?
Your work impacts a customer touch point in some way. If you’re in accounts, customers rely on your accurate bookkeeping. If you’re in IT, you need to understand how to improve customer interactions online. If you work in HR, you can develop customer experience training for employees. Etc.
If you were implementing a customer experience management programme within a business, where would you start?
Scrutinize the customer’s current purchasing journey and ask buyers how they feel about the experience provided at each step along the way. Then, use that information to build the case for a wide-ranging customer experience strategy. Remember: Customers don’t care where they are in your sales funnel; they just care about the experience they have with your product and your brand.
What are the two key benefits of providing a good customer experience?
A good customer experience creates repeat business and more revenue, and over time, a virtuous circle develops. The stronger the business performance, the more you pay attention to the customer experience, and so on. Businesses that do this well are able to maintain their edge in today’s competitive marketplace – so the sooner you get started, the better.
What are the 3 key take-aways a successful customer experience should constitute?
- Empower customer service to be customer champions
- Map technology and process to the entire range of customer journeys
- Drive the intersection of people and process with digital experience technology