In this article we discuss customer experience management and dive into its new emerging role in insight communities.
To begin, customer experience (CX) is the totality of the consumption process, meaning the overall impression a customer experiences with a product or service including pre and post purchase.
Customer experience management (CXM) represents the process of managing and optimizing the customer experience at each of the critical steps in the buyer’s overall journey.
The aim of implementing CXM processes is to increase the customer’s overall satisfaction with your product, as well as providing information and actionable feedback that allows customers to feel confident about your brand.
CXM involves focusing on customer needs, creating brand experiences that delight the customer, developing solutions that meet customer’s expectations, and optimizing and managing the customer journey to a successful outcome. Customer experience management is a strategy that is being adopted by many brands and retailers due to the changing customer purchase journey.
Analyzing customer feedback and developing processes to enhance the overall customer experience by utilizing VoC data can lead to better business results, in fact 73% of buyers point to a great customer experience as their underlying purchasing decision
Communities are a perfect tool for organizations and brands looking to improve their CX. Communities are ongoing, agile, and allow for a continuous deep understanding of all the steps in the customer purchase process, rather than on an annual or infrequent basis. Communities allow brands to take a bigger picture view of the customers’ journey and to get continuous feedback that they would not normally be able to get from research.
This continuous feedback gives brands the insights needed to stay up to date with the consumer and enhance the customer experience using in the moment findings. This means not only can researchers understand the current state of customer impressions, but they can also quickly and easily test new approaches
One needs to invest in understanding the customer experience and extracting key insights to improve organizational experience on an ongoing basis.
The following are the benefits of a CXM approach to your company:
Most products today are changing and evolving each day.
By focusing on the customer experience, organizations can receive an engaged customer to buy their product in the future and customers may be more likely to try out a company’s product over the competition.
Companies that have a product with higher satisfaction ratings are more likely to convert their customers and lead to business growth.
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