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Can customers really be managed? Why Customer Experience Management is the way forward

Customer Experience Management is Important ! How? and Why?

Can customers really be “managed” or should customers really be managed? The answer is no. What must be managed is the customer’s experience! Visionaries must look at transforming the organization towards Customer Experience Management (CEM). This result oriented process consists of everything related to customer’s interactions and experience with a brand’s product, channels, its communications and has great appeal.

One must understand that customer experience is the set of interactions and connections between a customer and a brand that delivers benefits. Every connection is an event between the brand and the customer. Definition of connections can be described as:

  • How the connection occurs and the mode of connection
  • The real benefits delivered to the customer through the connection
  • The touchpoint with which the connection takes place

A good Customer Experience Management process must go beyond personalized and customized connections. It must become a collaborative process where there is a fair exchange of value for both the customer and the brand at every touchpoint.

The design of your Customer Experience Management process must be empowering and provide access to customers that allow them to define their own experience as much as possible. The quality of these interactions must be very high and dialogue must be transparent.

You should not be having a hard sell or hidden agenda as a part of this program. Your effort for Customer Experience Management will be successful only if it is consistent and relevant. Each touchpoint should be used for what it is best at to deliver an optimal experience. You must take care and ensure that there is no gulf between what the communication promises and the experience the organization delivers.

It is also important to manage the customer experience across all touchpoints. This also includes:

  • Communications (advertising, Digital Marketing, promotion, PR, online places)
  • Visual/verbal identities (product names, logos, packaging, signage, documentation)
  • Brand environments (retail spaces, offices and branches, trade shows, Web sites)
  • People (sales, service, Operations, Delivery)
  • Co-branding (event marketing, sponsorships, partnerships, alliances, product placement, Service Collaborations); and all other controllable brand contacts.

It is also important to interlink CRM, loyalty, and Customer Experience Management programs as they are all targeted towards the same customer. All of these are focused at helping you market to customers based on their differences and not on their similarities.

To achieve this objective, the organization must direct a complex combination of results, benefits, paths, and touch-points, making it different from customer to customer. This A business strategy that maximizes profitability, revenue and customer satisfaction by organizing around customer segments, fostering behavior that satisfies customers, and implementing customer-centric processes.”

Naga Darshan J
Darshan is a CRM Strategist, Entrepreneur, Author and Business Coach. He heads the sales and marketing for Rapid GPRS and has been instrumental in transformation of several businesses.

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