Customer experience management
Help desk tools like BigContacts offer omnichannel support and act as a contact center for your organization by integrating all of your communication channels like email, phone, social media, live chat to collect and respond to customer complaints and grievances.
Why Customer Experience Management is Important
Business leaders know that it costs as much as five times to attract a new customer than to retain an old one. But the strategies that run behind these actions to offer a positive customer experience are often unknown.
1. Higher customer lifetime value
Offering a better customer experience perpetuates strong customer loyalty towards the brand, and customers become a lot more likely to keep on spending in return for an unmatchable experience with the brand.
2. Reduced customer churn
You should always exploit the touchpoints and make an effort to reach out to the customers through phone calls, email updates, or appreciation events to make a permanent space in the customer’s subconscious. So that whenever the time comes to make a purchase, you are always the one influencing it.
3. Increased brand equity
Things like delivering on promises, offering superior products and services, and always being available for the customers increase the brand’s perceived value. On the other hand, under-delivery, disappointing interactions, time-lag, and inferior products reduce it.
4. Higher customer retention
All you need to do is to be quick to resolve issues, reward loyalty, and stay in touch with your customers to strengthen the positive perception of your brand. Positive perception is the root of overall customer satisfaction and the key to higher customer retention.
5. Better crisis management
A company’s reputation hangs by a thread, and things as minor as failing to resolve a simple customer request or even a slight mistake from an employee can result in bad PR and negative word of mouth floating around.
When things are as uncertain, companies with effective CEM marketing programs can defend themselves when there’s massive public outrage and humiliation. These programs help company personnel interact directly with the customers and media and own up to their mistakes to build a new foundation of trust, eventually leading to positive experiences.
This is when company executives launched an investigation and detained five people in this scandal and also ended up cutting ties with the supplier. They even ensured that food safety and quality control would be improved to never let anything of this magnitude take place again.
6. Reduced cost of service and marketing
This way, eliminating alternatives beforehand based on data will allow you to stay one step ahead of the customers, which will help reduce the service cost and help spread a positive word of mouth, which will lower the cost of marketing as well.
7. Better customer engagement
How to Create a Good Customer Experience
Step 1- Create a clear customer vision
It all starts with creating a clear customer-focused vision that you can effectively communicate with your organization. Here, you need to have a few guiding principles that will steer you in the way of delivering an impeccable customer experience.
Similarly, when principles like these are in place for your organization, they will drive the behavior of employees in the right direction, and every member will work keeping in mind the end goal and the right ways of achieving it.
Step 2- Understand who your customers are
The most effective way of doing this is by segmenting your customers and creating buyer personas. Try giving those personas a name for better classification. For instance, John is 35 years old, likes innovative technologies, is quite active on social media, and will not need much support in troubleshooting.
Step 3- Create an emotional connection with your customers
Step 4- Capture feedback in real-time
Circulating online surveys is the best way to do that. Tools like Qualaroo specialize in such formats as you can use Qualaroo to deliver contextual surveys to customers using 6+ channels in the form of completely unobtrusive popups.
Step 5- Act upon the feedback and deliver on experience
Creating a good customer experience does have a ton of benefits, but it is certainly not easy by chance. There are several challenges as well that CX teams and organizations face in general. Let’s take a look at them:
What is customer experience?
Customer experience (also known as CX) is defined by the interactions and experiences your customer has with your business throughout the entire customer journey, from first contact to becoming a happy and loyal customer.
CX is an integral part of Customer Relationship Management (CRM) and the reason why it’s important is because a customer who has a positive experience with a business is more likely to become a repeat and loyal customer.
In fact, according to a global CX study by Oracle found that 74% of senior executives believe that customer experience impacts the willingness of a customer to be a loyal advocate. If you want your customers to stay loyal, you have to invest in their experience!
The happier you are with a brand, the longer you stay with them. So, if you treat your customers poorly or ignore their customer service emails, then they are more likely to stop doing business with you. This is why companies that deliver a superior customer experience outperform their competitors – and this means they’ll be spending more with your business (and less in theirs!).
Is customer experience the same as customer service?
In most cases, a customer’s first point of contact with a company is usually by interacting with an employee (either by visiting a store or by speaking on the phone). This gives your business an opportunity to deliver great customer service.
For example, if you book a vacation on the phone and the person you are speaking with is friendly and helpful, that’s good customer service. Yet, if your tickets arrive early and the hotel upgrades your room, then that’s a great customer experience!
Like most things in today’s market place, customer experience has changed – it’s more than person-to-person service and thanks to technology, companies can connect with their customers in new and exciting ways.
For example, using CRM software, you can view customer purchase history and to predict future needs even before the customer knows they need it. Having the ability to predict a future need will let you be proactive and attentive and, it means you can do things like;
| Customer service | Customer experience | |
| Interaction | When a problem occurs | Throughout the entire customer journey |
| Approach | Reactive | Proactive |
| Metrics | CSAT | NPS |
| Triggers | An event | A feeling |
| Relationship | Transactional | Experiential |
| Responsibility | Department | Company |
Métricas el customer experience management (CXM)
Los equipos de customer experience management en diferentes organizaciones comparan su rendimiento con el de sus competidores y planifican en consecuencia. ¿Cuál es el punto de referencia en tu industria?
1. Net Promoter Score (NPS)
A menudo se hace como un cuestionario de dos partes, la anterior es la primera parte de una encuesta NPS. Posteriormente, se aplica una pregunta de seguimiento para medir por qué el cliente te calificó de la manera en que lo hizo.
La encuesta NPS te da un desglose de tus Promotores (fans de la marca) ya que son los que te calificaron positivamente con un nueve o diez en una escala del 1 al 10. Estos son los guardianes, los leales entusiastas de la marca que regresan y te recomiendan.
De la misma manera, el NPS también indica tu cuota de Detractores que te calificarían con un infeliz 0-6. Ten cuidado con este grupo ya que son los que te decepcionan. Y, son capaces de hacer mucho daño a tu percepción de marca.
Identificar la disposición de un cliente a recomendar un producto o servicio es una manera para probar su lealtad. La puntuación NPS te da una rápida visión de la relación con tus clientes y destaca las áreas donde hay margen de mejora.
¿Por qué elegir QuestionPro para realizar encuestas NPS?
Mapea tu viaje e integra todos los puntos de contacto para ser analizados en un sistema centralizado y automatiza la recolección de retroalimentación. Obtén una vista general y segmentada de tu índice de promotores netos en función de la ubicación, el producto, el grupo de negocios, etc.
Además, obtén resultados de comparación de NPS y análisis de tendencias en paneles dinámicos e intuitivos que te ayudan a obtener una visión en tiempo real de cómo está funcionando tu negocio en general y mediante una vista desglosada. Y lo mejor es que la creación y el análisis de datos es muy fácil con QuestionPro.
QuestionPro presenta NPS+
Como empresa ya sabemos cuáles son esos 10 principales problemas que los clientes están obligados a enfrentar, así que ¿por qué no los enumeramos para comprobar si fue uno de ellos? Esto es exactamente lo que la pregunta NPS+ hace.
Usar una pregunta NPS+ asegura que los clientes no sólo nos proporcionen información sobre su experiencia, sino que también nos digan lo que realmente esperan y lo que hay que hacer para solucionar eso que les afecta.
2. Indicador del esfuerzo del cliente (CES)
¿Tu proceso permite resolver fácilmente las dudas de los clientes? ¿Es difícil contactar a un agente de servicio al cliente? ¿Un simple registro les llevará años? El indicador del esfuerzo del cliente te dice si lo estás haciendo bien o lo estás haciendo injustificadamente difícil.
¿Por qué usar el indicador del esfuerzo del cliente para medir la experiencia del cliente?
¿Por qué elegir QuestionPro para realizar encuestas de esfuerzo del cliente?
QuestionPro cuenta con cientos de plantillas para encuestas útiles para cualquier empresa que quiera comprobar su puntuación de esfuerzo del cliente. Estas son elaboradas por expertos y ayudan a identificar exactamente lo que piensan los consumidores y cómo mejorar tus productos, servicios o imagen de marca.
3. Puntuación de satisfacción del cliente (CSAT)
¿Por qué usar la puntuación de satisfacción del cliente para medir su experiencia?
Como una puntuación que resume tus interacciones generales con los clientes, se utiliza mejor con la segmentación de mercados antes de aplicar la encuesta. Por ejemplo, ofrecerte una visión precisa cuando se aplica a categorías como departamentos, regiones, ofertas de productos, casos de uso, o la demografía para luego analizar los datos.
¿Por qué elegir QuestionPro para realizar encuestas de satisfacción?
Las encuestas de satisfacción son consideradas como uno de los tipos de encuestas más flexibles, y son igualmente efectivas a través de todos los canales de distribución, ya sea por correo electrónico, SMS, pop-ups en sitios web, etc.
Nuestro software para encuestas tiene una increíble estructura de precios con incluso características de alta gama que pueden ser utilizadas de forma gratuita. Las encuestas de QuestionPro pueden asegurarte una experiencia superior en la recolección de datos.
Saber a quién encuestar, cuando encuestar y cómo encuestar es vital para el éxito de cualquier programa de customer experience management. Así que comienza el proceso hoy mismo. ¡Contáctanos! Nosotros te ayudaremos a lograrlo.
Authorship:
https://qualaroo.com/blog/customer-experience-management/
https://www.superoffice.com/blog/customer-experience-strategy/
https://www.questionpro.com/blog/es/customer-experience-management/
Customer experience management
CRM comes handy to customer-facing teams like sales, support and marketing in order to self-evaluate and improve the services extended. In contrast, CEM is used by business leaders and analysts to identify the various flaws and strengths in the business structure and better the business process.
What is Customer Experience Management (CEM)
Customer Experience Management (CEM) is enjoying undivided attention and has become an integral element, hardwired in the business domain. Every business that cares about its customers is busy working its way to create and perfect their Customer Experience Management strategy. However, what exactly is Customer Experience Management and why has it gained so much momentum?
Customer Experience Management, CEM or CXM comprises of a collection of activities which a company undertakes to provide a personalized, smooth experience to customers. It’s about knowing your customer thoroughly and ensuring they are happy and satisfied at every point of interaction with your company, right from the start of the customer journey. Simply put, customer experience management is all about fulfilling customer expectations and establishing a positive perception of your brand in their minds.
Defining Customer Experience Management (CEM)
“ Customer Experience (CX) is defined as the impression your customers have about your brand. It could be a personal experience or hearsay. It could be an opinion that got formed at their first interaction with you or could have developed over the various stages of the customer life cycle.”
Now, let’s extend this definition to CEM. Customer experience management comprises of any and every effort which an organization takes to ensure a smooth customer journey. Consequently, it results in a positive perception of the brand.
Gartner defines customer experience management (CEM) as “The practice of designing and reacting to customer interactions to meet or exceed customer expectations and thus increase customer satisfaction, loyalty, and advocacy.”
COVID-19’s Impact on CXM
It’s hard, but it matters. Those responsible for managing CX for their organizations need to consider the consumer landscape and how it is affected by the COVID-19 world health pandemic, according to PwC’s Clarke. “In the blink of an eye the world changed, and people shifted their focus to essentials,” Clarke told CMSWire. “Americans became cautious: the savings rate skyrocketed to the highest level in decades, and people began to prioritize in new ways.”
Businesses are also focusing on the essentials: how to shift operating models quickly, what can open, what’s no longer necessary, who needs to work on-site and how to stay relevant for customers in-person, online and everything in between.
“Your new — and perhaps only — mission is to change with the times to be essential to your customers, whether you’re selling software, hardcover books or entertainment,” Clarke said. “By bringing your company’s minds and talents together across business, experience and technology, you can transcend survival mode, boost productivity, reduce costs, solve tough problems more efficiently, and get to market faster.”
Digital Transformation, CX Mandate
Customer experience now looks different, Clarke added, and it will be crucial for companies to pivot to give their customers the experiences they want now, not what made them happy five months ago, according to Clarke.
“Consumer behavior may be forever changed, but it’s certainly changed for the next year or year-and-a-half,” Clarke said. “Companies, products and services that are essential in people’s lives will recover faster — and it’s not just toilet paper or baker’s yeast. It revolves around how you think, how you double down on digital transformation and what you leave behind.”
Companies that went half-heartedly into digital transformation have little choice now but to ramp up, he added. CFOs across the U.S. know this: while 58% say their company plans to defer or cut investments because of COVID-19 in PwC’s May 11 CFO survey, only 20% said those cuts would be made to digital transformation efforts. And only 14% said customer experience would be on the chopping block. “It’s clear: Digital transformation and customer experience falls squarely in the ‘keep’ column,” Clarke said.
Get some help from customer experience management software
Your best bet is to use a customer experience management platform. CEM software allows you to measure, understand, and improve customer experience without having to manage the process from multiple tools.
- Keep customer information all in one place. You should have all your interactions with customers centralized – from the behavior they exhibit (e.g. purchases), to how your company made them feel (i.e. customer feedback). This information will show you where you’ve got things right, but also where you can improve.
- Provide survey capabilities. The ability to track valuable customer feedback across all your customers is an absolute must. You should also be able to send these surveys through a number of methods – from SMS to live chat. NPS, CSAT and CES data all help you understand how well you are serving your customers.
- Analyze data. We’re not all data scientists. And, unless you have an army of them at your disposal, you’re going to need to lean on a customer experience platform to analyze data for you. Statistical analysis, text analysis, and key driver analysis tools are all likely to come in handy.
- Present data in dashboards. Dashboards provide a clear view of what’s happening. Role-based dashboards can customize the data shown, so you’re able to share with people only what matters most to them. This increases the likelihood of insight being relevant and, therefore, actionable.
- Offer integrations with other technology. Many systems, such as website analytics and CRM, provide APIs to pipe data into other software. Integrating CEM platforms with these solutions helps you acquire even deeper insight. Website analytics might show you that people are leaving a certain page in their droves, but combining it with customer feedback tells you why.
Authorship:
https://surveysparrow.com/customer-experience-management-cem-cxm/
https://www.cmswire.com/customer-experience/what-is-customer-experience-management/
https://acquire.io/blog/customer-experience-management/
Customer experience management
For example, if you book a vacation on the phone and the person you are speaking with is friendly and helpful, that’s good customer service. Yet, if your tickets arrive early and the hotel upgrades your room, then that’s a great customer experience!
Why Customer Experience Management is Important
Business leaders know that it costs as much as five times to attract a new customer than to retain an old one. But the strategies that run behind these actions to offer a positive customer experience are often unknown.
1. Higher customer lifetime value
Offering a better customer experience perpetuates strong customer loyalty towards the brand, and customers become a lot more likely to keep on spending in return for an unmatchable experience with the brand.
2. Reduced customer churn
You should always exploit the touchpoints and make an effort to reach out to the customers through phone calls, email updates, or appreciation events to make a permanent space in the customer’s subconscious. So that whenever the time comes to make a purchase, you are always the one influencing it.
3. Increased brand equity
Things like delivering on promises, offering superior products and services, and always being available for the customers increase the brand’s perceived value. On the other hand, under-delivery, disappointing interactions, time-lag, and inferior products reduce it.
4. Higher customer retention
All you need to do is to be quick to resolve issues, reward loyalty, and stay in touch with your customers to strengthen the positive perception of your brand. Positive perception is the root of overall customer satisfaction and the key to higher customer retention.
5. Better crisis management
A company’s reputation hangs by a thread, and things as minor as failing to resolve a simple customer request or even a slight mistake from an employee can result in bad PR and negative word of mouth floating around.
When things are as uncertain, companies with effective CEM marketing programs can defend themselves when there’s massive public outrage and humiliation. These programs help company personnel interact directly with the customers and media and own up to their mistakes to build a new foundation of trust, eventually leading to positive experiences.
This is when company executives launched an investigation and detained five people in this scandal and also ended up cutting ties with the supplier. They even ensured that food safety and quality control would be improved to never let anything of this magnitude take place again.
6. Reduced cost of service and marketing
This way, eliminating alternatives beforehand based on data will allow you to stay one step ahead of the customers, which will help reduce the service cost and help spread a positive word of mouth, which will lower the cost of marketing as well.
7. Better customer engagement
How to Create a Good Customer Experience
Step 1- Create a clear customer vision
It all starts with creating a clear customer-focused vision that you can effectively communicate with your organization. Here, you need to have a few guiding principles that will steer you in the way of delivering an impeccable customer experience.
Similarly, when principles like these are in place for your organization, they will drive the behavior of employees in the right direction, and every member will work keeping in mind the end goal and the right ways of achieving it.
Step 2- Understand who your customers are
The most effective way of doing this is by segmenting your customers and creating buyer personas. Try giving those personas a name for better classification. For instance, John is 35 years old, likes innovative technologies, is quite active on social media, and will not need much support in troubleshooting.
Step 3- Create an emotional connection with your customers
Step 4- Capture feedback in real-time
Circulating online surveys is the best way to do that. Tools like Qualaroo specialize in such formats as you can use Qualaroo to deliver contextual surveys to customers using 6+ channels in the form of completely unobtrusive popups.
Step 5- Act upon the feedback and deliver on experience
Creating a good customer experience does have a ton of benefits, but it is certainly not easy by chance. There are several challenges as well that CX teams and organizations face in general. Let’s take a look at them:
7 ways to improve your customer experience strategy
1. Create feedback loops
Customer feedback provides insight into customers’ expectations and how they might change over time with changes in your industry. It can also tell you where customers are getting stuck and confirm what is working well. The key is to acknowledge the feedback and do your best to act on it. “It’s important to create a feedback loop with customers and act on what they tell you”, says Dyson. “This builds trust and ensures it’s not just lip service.” Dyson also recommends creating an internal employee feedback loop. Agents can help aggregate customer feedback and provide insight into what’s making it challenging for them to deliver excellent service, such as policies or processes that don’t suit customer needs or friction between siloed teams that leads to slow resolution of customer issues.
2. Build an omnichannel experience
When you develop an omnichannel CX strategy, you are not only meeting customers where they are – that’s just table stakes. Omnichannel means going a step further and providing a consistent communications journey for your customer, one where the conversation history and context travels with them from channel to channel. Context – about who your customer is, what outbound emails they have opened, what is sitting in their shopping basket or what they have talked to you about in the past – is crucial for delivering a good experience across channels.
3. Create a content management strategy
Customers would often rather solve issues on their own than ask a live agent. You can help them help themselves with data-driven content. Usually, it is in the form of help articles or chatbots that quickly point customers in the right direction. Ensuring that your content is accurate and up-to-date is crucial; an unhelpful article translates into a bad experience.
4. Deliver personalisation
According to our Trends Report, 76 per cent of customers expect personalisation using data. This might include engagement over their preferred contact method, account type or status, product recommendations based on purchase or search history, or some kind of personalised online experience. Tailoring support efforts towards customer personas can go a long way. Gathering context about who they are (their preferences, personalities, habits, etc.) can help agents better target their support, leading to faster resolution. It may be helpful to conduct UX research on your business’s support initiatives to work out ways to make interactions more personalised.
5. Empower customers through AI
Gartner estimates that by 2022, 72 per cent of customer interactions will involve an emerging technology such as machine-learning applications, chatbots or mobile messaging. AI-powered chatbots and virtual customer assistants are handy for quick, repetitive tasks. But when they reach their limits on providing capable customer support, humans need to be there to help their customers.
6. Deliver proactive experiences
Simply reacting to customers’ needs is no longer enough to stand out. When businesses are proactive – anticipating customers’ needs and getting ahead of a problem before it escalates or even happens – they can create a unique experience that feels personal.
Proactive support for me is about getting ahead of technical issues, breakdowns, issues that you have identified – and then reaching out to customers to let them know: Hey, here’s what’s going on and here’s what we’re doing about it – Annette Franz, Founder and CEO of CX Journey
An e-commerce company might deploy a chatbot on its checkout page to answer customers’ questions before they abandon their basket. Or, an internet company might send a text to let customers know about an upcoming outage.
7. Use data and analytics
The stories found in the data about your customers and your support agents will clue you into many trends: the efficiency of the support organisation, general satisfaction with the interactions, behavioural trends amongst your customers, and lots more. Refining processes with your customers in mind starts with understanding what the data is saying.
Optimize the customer journey
When it comes to creating a great customer experience, it’s important to consider the entire customer journey.
McKinsey research suggests that customer journeys are significantly more strongly correlated with business outcomes than are touchpoints.
This means you need a clear understanding of the end-to-end experiences with customers and how interactions at each point are received.
Focusing on a customer’s journey, and identifying the problems within them, offers new opportunities to create a great customer experience. This also enables your teams to brainstorm ideas to reduce friction, improve business relationships, and increase growth.
When it comes to performance, a customer journey is “30% to 40% more strongly correlated with customer satisfaction than performance on touchpoints is – and 20% to 30% more strongly correlated with business outcomes.”
Authorship:
https://qualaroo.com/blog/customer-experience-management/
https://www.zendesk.com/dk/sg/blog/why-companies-should-invest-in-the-customer-experience/
https://www.superoffice.com/blog/customer-experience-strategy/