How to Get Customer Experience Management Right?

Nov 20, 2018

How consumers feel and think about your company is a reflection of how you treat them. So, if customers are disappointed with the quality of your product or service, it will make you a subpar brand in the eyes of customers. This is where customer experience management helps. Customer experience management is not only about serving your online customers, but it is also about knowing your customers completely. This can help you deliver personalized experiences that will convince them to not only remain loyal to you but also to proselytize to others about your brand. Customer experience management becomes much easier with the help of customer experience analytics.

Customer experience analytics helps you to step up your management game by analyzing all the touchpoints of your customer. It helps in tracking consumer behavior, recording support interactions, and questioning the reasons behind customer dissatisfaction. It also helps you realize that from Facebook ads to packaging to service calls, it is necessary to evaluate all to know how you listen and respond to your customer. In this article, we have listed out a few simple steps to guide in getting your customer experience management right. But before probing into those steps, let’s understand why customer experience management is important.

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Why is Customer Experience Management Important? 

  • To strengthen the preference of brands through differentiated experiences
  • To improve revenue with new sales from word of mouth and incremental sales from existing customers
  • To boost customer loyalty through memorable and valued customer interactions
  • To lower costs by minimizing customer churn

Steps to Enhance Customer Experience Management 

Build and maintain complete customer profiles

To deliver a stellar customer experience, you have to know your customers better than ever before. This means building and maintaining complete customer profiles to help you analyze and measure your customers’ journeys at every touch point across multiple channels. The more you know your customers, the more effective you will be at delivering relevant offers to them. Furthermore, the relevant offers help you to develop closer relationships with your customers, driving retention and loyalty. Also, by analyzing structured and traditional data in conjunction with newer types of data, you can:

  • Learn the strategy to improve the customer experience at specific touchpoints
  • Understand the demands of your customer and their expectation
  • Make faster and better decisions
  • Personalize your customers’ interactions

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Personalize the interaction

Once you have a thorough understanding of the customer, you can use that knowledge to personalize every interaction. It is very important to focus on the customer and the context in which the customer operates. This can help you to deliver relevant recommendations, insightful offers, advice, and service actions to your customers. It is necessary to remember that customers have more power, presence, and choice than ever before. If you don’t provide them a relevant, personal, timely, and insightful message, you will alienate them immediately. But if you do, you will easily drive brand loyalty.

Right message at the right place and the right time

It is necessary to map analytics to particular stages in the customer lifecycle to improve the customer experience and deliver the maximum value at each customer touchpoint. This helps you deliver the right message at the right place and time. Each stage of the customer lifecycle is important, starting from initial consideration to active evaluation to the time of purchase and even the post-purchase experience. Customer experience analytics can offer the opportunity to improve the customer experience at each stage. And every stage is an opportunity to gain detail insights that can be implemented in your marketing processes for the future.

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