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Customer Experience Management: Improves Your Customer Satisfaction Rates
Customer experience management (CEM) captures the multiple methods you use to interact with and reach your customers, extending beyond traditional customer relationship management. Each of your customer portals, such as phone, email, personal contact, Web contact, blogs or social media tools are painting the picture of your organization's total success with customer experience management. In each of these areas, you're increasingly called upon to personalize the contact you have with each customer and deliver exceptional quality, or risk your customer moving on to a competitor with the simple click of a button.
How Can Customer Experience Management Improve Customer Satisfaction Rates?
Customer experience management is meant to help you capture, share, discover and improve your customer interaction points. This can include the ways you gather survey data, or unstructured data from comment fields or social media tools. You can use this information to analyze your customer response rates and to steer your product enhancements or changes in line with customer feedback. Information from customer experience management software can help you choose your top priorities in terms of product improvements, and to share consumer feedback across multiple divisions. The result, of course, is more satisfied customers who will spend more on your services.
Customer Experience Management Increases Loyalty
According to Forrester research studying customer experience management across multiple industries, improving your CEM techniques results in marked increases in your customers' loyalty and satisfaction levels. Specifically, this can translate to buyers who are looking at purchasing with you again, buyers who will be more likely to stick with you rather than another organization, and buyers who will tell a friend or coworker about your service. In the report, when the model showed a rise in a company's customer experience score, a rise in buyers who were willing to purchase from that organization was also noted.
Customer Experience Management Boosts Word-of-Mouth Power
If they like it, they'll talk about it. The Forrester report also said that the higher your level of customer experience management success, the greater your likelihood of seeing new sales and opportunities sourced by word-of-mouth. This range the study said could include organizations at the retail level seeing $4 million in increased sales to $110 million if they're in the wireless industry. You can also expect to have smaller numbers of customers willing to look somewhere else for your product. In the study, the total number of wandering customers declined, resulting in saved revenue in the gamut of $35 million for retail organizations or $964 million for organizations in the wireless communications industry.
Obstacles to Customer Experience Management
As you would expect with multiple customer experience management channels operating simultaneously, problems happen. If your Web site is down, you lose valuable customer contact. The experience is hampered by too long of wait times if your customer contacts you by phone, or the frustration of being passed from one agent to the next. Not having your customers' past ordering information readily available when they ask is another obstacle, because customers expect personalized service. If you don't have tracking software in place to analyze the impact and trends across your social media platforms, you'll face the additional obstacle of not really knowing what your customers are saying about you, and who they're saying it to, making it very difficult for you to perform a core task of customer experience management - listening.
Can You Improve Your Customer Experience Management Techniques?
You can improve your customer satisfaction levels by making sure your customer experience management tools are continually evaluating customer response. Mapping out customer responses according to target population can help you personalize your approach to specific product complaints or problems, boosting satisfaction levels. Additionally, many organizations have seen greater success when their customer experience management techniques include a deliberate and planned employee education component.
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