In order to establish, strengthen and sustain lasting customer relationships, customer experience management is a necessity for businesses of all kinds. Here’s how you can make it a true success.
Customer experience represents the process of managing a customer’s entire experience with a service provider. In this sense, customer experience management represents the collection of processes a company uses to track and organize every customer interaction during a customer life-time journey.
The insights into all touch points of the overall customer experience then allow the service provider to continuously improve performance and raise satisfaction levels. Over time, this may open new opportunities for business development and joint innovation projects.
To create sustaining and strong relationships, the ability to systematize, refine and document the physical part of service delivery is critical. At the same time, one should not underestimate the importance of managing the emotional aspects of a customer relation. Undoubtedly, these also play a vital role in any great customer experience.
To successfully manage a customer experience, a service provider needs to include these three areas:
Working with customer data and feedback is of crucial importance when managing customer experiences. Customer intelligence assists management to evaluate the value of the current customer base and make decisions regarding future priorities. Designed properly, such input will also provide a basis for development within the following areas:
provides valuable input for defining new successful concepts and improving weak links.
as input is important to benchmarking data across businesses’ units and locations.
provides input for successful account managers and improving the value proposition.
It is primarily the responsibility of every service provider to perform systematic follow-ups on customers. In that connection, creating yearly non-anonymous customer surveys that focus on both service performance and relationship management are recommended.
Performing customer surveys allows valuable insights into where and how the service provider must improve efforts in order to ensure customer retention and profitability while stimulating development and dialogue.
