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Optimizing Customer
Experience
The aim of Customer Experience Management (CXM) is to ensure that
customers are completely
satisfied – or more than satisfied – in
order to gain their
loyalty and to turn them to
repeat customers and
brand ambassadors.
The interest in CXM is increasing because businesses are looking for
competitive differentiation.[
To ensure CXM accuracy and to make the best use of it, the customer
journey must be viewed from the actual perspective of customers, not
the seller.
Two CXM Levels: Strategic and Transactional
At the strategic level, CXM depicts a business strategy designed to
manage the customer experience, to give strategic benefits to both
sellers and customers, and to increase the firm’s brand equity.
At the transactional level, CXM can be monitored through customer
feedback, surveys, targeted studies, or observational studies. It
captures responses of customers to their encounters with the brand
or company that can be used to quantify the cost of inaction on
customer experience issues.
Brand Ambassadors
The role of a word of mouth (WoM) form of marketing grew exponentially due
to exponential growth of
social media. You must amaze your existing
customer and exceed their expectations to turn them to your
brand
ambassadors – opinion leaders who talk about their
user / customer experience with
great enthusiasm. |
