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Customer Experience: How it’s Defined & Why it’s Important

The customer experience can be defined as your customers’ view, opinion, or perception of your brand or organization, normally built over time from their interactions with various touch points throughout the customer journey. This chain of processes not only includes on-site customer touch points (offline), such as a conversation with a sales representative or a cashier, but also a number of less tangible touch points, like customer hotlines and social networks. Think of every single touch point in your company as a little piece belonging to one big puzzle. Every single one of them is absolutely imperative to gain a complete picture of the customer experience your company is delivering. Even if just one piece turns up missing at the end, the puzzle isn’t complete.

Although the concept of customer experience might seem abstract or even wishy-washy to some, if success is what you’re after in this highly competitive day and age, it’s essential to set yourself apart from the competition to keep customers coming back. Recent developments in consumer priorities additionally make it difficult for companies to differentiate themselves from competitors through prices or products alone. To truly improve customer loyalty and strengthen brand preference, excelling at the customer experience is key.

How Does Customer Experience Management Work?

Monitor the performance of individual customer service touch points with on-site technology and put feedback to immediate use for real-time improvements

Customer Experience Management (CEM) entails much more than just knowing and tending to customers’ product and brand preferences. It’s about truly getting to know and understand the way your customers think, behave, and, most importantly, interact with your company. It’s about going above and beyond customer expectations by offering them personalized offers and experiences to create a long-lasting relationships and entice them to spread the word.

It’s also not enough to simply ask customers to partake in your annual customer satisfaction survey. In order to reliably measure the customer experience, companies need to be capturing feedback at all of their customer service touch points to gain insight into individual interactions and learn more about communication channels across the organization.

Unfortunately, you don’t just stumble upon data this valuable. Companies can, however, implement a CEM System to continuously and easily monitor the customer experience. As opposed to traditional customer surveys, often still conducted on paper and inconvenient to analyze, CEM Systems function well in all types of daily situations and incorporate customers, employees, partners, and existing business operations into planned improvement strategies.

The Benefits & Applications of CEM Systems

Do your customers recommend you & your services to others? There’s only one way to find out! You can stop asking questions and start receiving answers by enabling your customers to tell you exactly how their experience with your company went and which areas can be improved. Sound simple? Because it is.

By implementing a CEM System, you’ll discover how satisfied customers really are with your company by giving them the opportunity to provide you with the information you need to truly excel at customer experience. Collect data day after day to recognize trends and receive instant insights and use the features included in CEM Systems to define relevant KPIs and automate the monitoring process.

As soon as you have obtained a thorough understanding of your customers, you can use your newly-found knowledge to make targeted improvements to the things that matter most to them. Your customer hotline waiting time is too long and often results in frustration amoung customers, triggering custom alerts to notify your staff of critical events? That’s a quick fix. Either introduce and connect new communication channels or take a second look at call center performance. You can apply this example to many other areas of your organization. It’s just a matter of figuring out exactly which topics to review and improve.

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E-book: How to improve service quality through enterprise feedback management

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