Customer Experience Management (CEM)


Winning loyal customers is no longer just about providing products with exceptional value and quality.
Consumers have many options, and about 55% of them (by Defaqto Research) are willing to pay more when brands deliver exceptional customer experi­ences.
So what exactly defines the customer experience, and what can you do to make improvements?
Your customers are interacting with you through several channels, such as e-mail, contact centers, social media, in-store visits, on-line shopping, etc.
The customer experience is about more than each of these touchpoints – it’s about the entire customer journey and your relationships with customers across this journey.

A basic version of the customer journey may look something like this:

Awareness and Gathering Information
As consumers begin the buying process, they are searching for the products you or your competitors are selling. Be sure your consumers can easily find and access the information they need about your products. About 45% of consumers will abandon an online transaction if their questions or concerns are not addressed quickly (by Forrester).
Buying Experience

Take a walk in your customer’s shoes and engage in how you would want to be involved. Giving your customer’s options, providing recommendations, offering free shipping, or having a clearly stated refund policy can all go a long way to creating a superior buying experience.

About 70% of buying experiences are about how the customer feels he/she treated. (by McKinsey)

After-Sales Experience

Once your customer has completed their purchase, the “after-sales” experience can create genuine brand advocates.

About 89% of consumers have stopped doing business with a company after experiencing poor customer service.

Providing positive customer experiences across the customer journey increases customer loyalty and reduces churn. It is 6-7 times more costly to attract a new customer than it is to retain an existing customer (by Forrester).
WHY
TO CARE ABOUT
customer experience?
The number of consumers who abandon an online transaction if their questions or concerns are not addressed quickly.
It is 6 to 7 times more costly to attract a new customer than it is to retain an existing customer.
Of consumers who have stopped doing business with a company after experiencing poor customer service.
Consumers are two times more likely to share their bad customer service experiences than are to talk about positive experiences.
Of buying experiences are based on how the customer feels they are being treated.
A 10% INCREASE IN CUSTOMER RETENTION LEVELS RESULTS
A 30% INCREASE IN THE VALUE OF THE COMPANY
10%
customer experience

How to improve  customer experience

Know your Customer

Delivering exceptional customer experience means knowing your customers. The better you know them, the more relevant are the offers you can provide, enhancing loyalty and retention. You should, therefore, centralize all your customer interactions into one database. By using the right software CRM, CX solution, you can do highly targeted customer interactions and provide offers based on your customers’ needs and preferences.

Be Social

More customers and prospects are using social media to interact with customer contact centers. Consumers expect to be engaged by companies when asking a question or posting a complaint. Prompt attention to customer complaints, questions, or comments on social sites provides an excellent opportunity to build better customer relationships with social followers.

Create a Consistent Brand Image, Regardless of Channel

Customers want to feel like they are dealing with the same company, regardless of the channel. Every channel experience should be stamped with your unique brand image. By connecting each of these cross-channel interactions, the best experience can be delivered no matter where your customer is on the buying journey.

Become Personalized
Today’s consumers expect to have personalized interactions with companies. Including both offline and online communications. While people prefer to be greeted by their first name versus “Dear Customer,” personalization goes well beyond this, such as personalized recommendations when shopping on-line based on past purchases, triggered emails when it’s time to purchase or small random gifts. Imagine coming to a store and being welcomed by pleasant personnel ready to advise and assist you. And also, imagine they do not have what you are looking for, and the staff gets it for you from the competitor’s store just around the corner. Experiencing such exceptional customer service will most certainly boost your loyalty and retention. Moreover, you will most likely share a positive customer experience with your friends and relatives.
Create a Customer-Centric Culture

A genuinely successful customer experience program begins with a company-wide customer focus. Listen to your customers and then empower your employees with that information.


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