A Complete Guide to Customer Experience Management Best Practices

May 08 2022

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The Proven Path to Success: Prioritizing Customer Experience

Jerry Gregoire, the former CIO at Dell said that customer experience (CX) is the next competitive battleground for businesses. It’s true that happy customers are a priority for every brand. Competition is fierce, and businesses are not just about making sales. It’s also about making customers. Customer experience management is the process that brands adopt to ensure customer retention.

It is a continuous exercise that begins with the first interaction between an organization and a prospect. This interaction may be through a website, social media post, webinar, or word-of-mouth. The challenge is to ensure consistency over the duration of their relationship across these different mediums. Customer experience management is the key that transforms this challenge into an advantage.

Customer Experience Management – An Essential Asset for Brands

All brands focus on marketing and sales aggressively. A vital aspect of CXM is to avoid pushing ideas into the mind of customers. A business needs to understand its audience and create what their customers want. This is essential. 

New York Road Runners is a fitting example of what brands can achieve by focusing on customer experience. NYRR had a unique challenge. It was the limit of 50,000 marathon runners set by the city. The primary goal was to create growth opportunities as a business without increasing the audience. We have been working with NYRR over the past few years and understood their audience well. We knew prospects came looking for a one-in-a-lifetime experience in NYRR. Tourists, families, runners, and casual participants came for the experience. 

Our CX team understood how exactly to create digital experiences for NYRR participants. Next up, our engineering team helped integrate virtual training sessions and photos leading up to the marathon to engage customers all around the year. So, customers were now not limited to just one race.

This is just an example of the dynamic capabilities of focusing on what customers want. Customer experience management enables businesses to plan, strategize, analyze, and act on their outreach strategies. Every brand needs this vital asset to succeed.

Customer Experience Management Best Practices Checklist

Businesses cannot keep every customer happy. The important thing for brands is to quickly analyze and act to ensure customer retention. When it comes to customers, the rule is simple. ‘If you don’t take care of your customers, your competitors will’

Thankfully, customer experience management has been made simple with tools like Sitecore digital experience platform. So, there are only a few things that a brand needs to undertake to establish an engaging customer interaction.

Understand Your Customers

The first strategic link in the chain of effective CX Management is knowing the target audience and their needs. Brands need a holistic view of customers to leverage strategies across different channels. It’s about finding the ideal customer voice and delivering personalized experiencesWhen experiences are personalized, optimized, and measured, leads are nurtured in the right manner.
Experience management tools and integrations help brands analyze and effectively map CX strategies. Customer analysis includes identifying and creating customer segments based on demographics or behavior. Once brands personalize targeting, different buyer personas are motivated to associate themselves with the business.

Determine Customer Experience Challenges in Your Market

Once a brand is aware of its audience, the next step is to understand common CX issues of the industry. It saves a lot of time and effort. It also ensures that both the planning process and implementation are smooth and quick. The issues can range from browsing experience to shipping time of replacement parts and enable brands to overcome them at the first step.

Assessing the general CX issues in the market is a vital strategic play. It helps brands to solve them at an initial stage and evolve faster. Awareness of the target audience and industry conflicts together help brands push-start the ideal CX strategy.

Integrate Customer Support Channels

A digital commerce system, content system and workflow automation system are essential assets that a brand must own to effectively manage customer experience. With the growth of headless APIs, the capability of businesses to manage orders and users has grown significantly. Customer support seems incomplete with live chats and chatbots. They’ve become essential as 50% of consumers want interactions via chat.

In fact, online support channels such as virtual call centers are the need of the hour. Our team recently helped  Mednections to set up a virtual customer service call center. Now, their service reps can help their customers from various locations. Customers are happy that primary care referrals are being carried out like before even in these challenging times. The best thing about customer support channels is that they can be changed as per customer behavior.

Empower Staff to Find Solutions

Customer experience management should not be restricted to a business function or department. When a brand wants to create user engagement, it should become the center of everything it does. Strong digital leadership becomes a core competitive advantage when brands prioritize customers. So, businesses should imbibe the spirit of customer satisfaction in their staff. It becomes the voice of a brand.

Developing customer support teams that are responsive to customers with defined and refined KPIs helps brands reflect they care for their customers. When teams are aware of the importance of CX, everything else flows.

Carry Out Regressive Analysis

Analytics should be the core function for brands. It helps businesses assess themselves and take advantage of what’s working for them. Customer analysis should be specific, direct, and immediately actionable. It begins with data collection and sourcing from different channels to profile segmentation, reporting, dashboarding and visualization.

Insightful analysis is possible only when brands closely monitor customer feedback and use data to their advantage. Technology has made this easier than ever. A progressive approach toward customers is the preferred practice for immaculate customer experience management.

Challenge Existing Practices and Assumptions

Artificial intelligence and machine learning have risen as gladiators for customer experience management. They are powerful, progressive and adaptable. Unlike traditional customer experience management techniques, these allow brands to engage customers in real time. The best thing about AI and ML is that they learn and become efficient themselves with time. So, a brand saves time, money and gains customers with them.

Just like NYRR, challenge existing norms. Make smart investments, automate CXM, expand self-service options and deliver personalized experiences to all customers. Be brave as a business and challenge traditional assumptions that hinder decision making.

Regularly Collect Feedback 

Last but not the least, one of the most crucial practices is understanding what consumers expect you to deliver. And this can only be done by listening to them via feedback they provide. 

Customer feedback is the most crucial thing one can leverage to win the race. When they buy an item, there are high chances they will leave feedback about that purchase. If not then, by asking for feedback at the right time will help you collect their views. 

Later, understand these customer views. Try to find patterns and trends from the customer feedback data to find out if there are any big hurdles and work on resolving them. Apart from significant issues, focus on little things because it is wisely said, “small things matter.” 

Take the customer’s feedback genuinely into your consideration. Make amendments as per the customer’s suggestions and needs. If they need change, work on change management. Moreover, manually collecting customer feedback can become time-consuming and overwhelming. In such cases, automation tools come handy. 

Know that this will be the most natural and original form of feedback you can gain. You must consider customer feedback like a “quality assurance test” to improve customer experience.

Create Happy Customers with Customer Experience Management

Customer Experience Management can be overwhelming when there is no solid foundation. The CX strategy a brand adopts should be comprehensive and practical. Brands can establish engagement and loyalty among their users with the best practices listed above. The only thing that remains is a robust customer experience management partner to understand and drive customer satisfaction.

A brand gets more customer acquisitions, engagement, conversions and adept crisis management with CX Management best practices. Even better, with a good CXM agency, brands can significantly lower the cost of service and marketing.

Level up your customer experience management strategies right now. Discuss with customer services specialists at Icreon to benefit from a customized discussion on your work infrastructure. Hear out the best strategies you can adapt to improve in the customer experience game. Explore Icreon’s Customer Experience Services.