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Customer experience management is king
One thing is for certain – the customer and customer experience management are now King.
Digital advances have driven a complex eco-system where customers can buy products and services via multiple touchpoints quickly and easily. It is also no longer who is cheapest, has the best value or even the best product or solution. It is who can provide the deepest engagement, experience and personalization across all touchpoints on the path-to-purchase.
Good customer experience management programs combine in-depth customer journey mapping, customer data collection and analysis, as well as tools to positively interact across all touchpoints a customer has with your brand. Increasingly, these tools can predict behaviors to help nudge customers forward to their next positive interaction, creating an on-going brand memory at each point.
The best customer experience management programs are now centered on this vision of tying the voice of the customer with key metrics including Net Promotor Scores (NPS) to show who will and won’t advocate your company. And this continues to evolve with more emotive metrics including Customer Experience Excellence (CEE) which focus further on the customer relationship part of any interaction, including elements such as empathy, expectations, integrity, personalisation, resolution and time & effort. These are all efforts that attempt to bring back a human face within a digital environment.
Download our short overview of how the best CX platforms are designed to help focus on customer expectation by understanding who customers are and where they are in their journeys.