Customer experience management is a challenge for all organizations. Companies that closely manage  customer experience have taken  rigorous approach to resetting service levels and, in some cases, companies are saving money without degrading them or customer satisfaction.

Customer experience management is a necessity in order to establish long lasting relationship with customers.The concept of customer experience management has been around for several years, and the practice has been gradually gaining traction. Customer experience management is an important strategic priority for nearly half of organizations, and even more believe that customer experience management provides competitive advantage.

Tracking and organizing each customer’s interaction during a customer life-time journey will allow a service provider to continuously improve performance and raise satisfaction levels. This will also open door to new opportunities for development and innovation

CREATING A CUSTOMER-CENTRIC CULTURE

To successfully manage  customer experience, a service provider needs to include these three areas:

Customer Intelligence:

Customer data and feedback will serve as a strong platform when managing customer experiences.Customer intelligence will help to evaluate the value of the current customer base and make decisions regarding future priorities.Having a 360 degree perspective of our customer will give us a chance to pick up early warning signals from employees before they reach the decision-makers in the customer’s organization.

Account Management

Planning the touch points between management and the customer and designing every single one of them is the key to elevating customer experience. This may be bridging any gap that exist between the management and the customer’s organization and aligning the team to customer’s business culture.

Continuous Improvement:

Raising performance is one of the factors to continuously focus on improvement.Even if the customer is satisfied, the management can still gain benefits in the form of cost savings, effectiveness and efficiency by constantly focusing on improving the service delivery process.

Customer experience efforts need enterprise-wide visibility and focus to last. We have to be clear about what we are trying to accomplish and take it a step at a time.Ultimately customer experience becomes a strategic agenda for the whole company, resulting in improved business outcomes across the organization

References from articles on “Customer Experience Management” by various research institutions