Customer Experience Management: What it is and Why You Should Care
We all know what a bad rap customer service gets. But what if you could keep an eye on each customer experience, from the call center to online, to ensure a strong relationship is forged? You can and you should. This important strategy is called customer experience management.
Why should you care about customer experience management? It can be a real boon for your business, if you take the time and energy to do it. Set up a team, if you don’t already have one in place.
Customer experience management can:
- Create more loyalty among customers
- Boost new sales through positive word-of-mouth
- Cause even stronger brand or company preference
How do you do become an expert at customer experience management? It’s not easy. Think of all the ways customers interact with your company: phone calls, emails, social media, in person. The list goes on and on.
Start with a profile
Begin by making sure you have a profile for each customer that shows their interactions with your company — each phone call, email sent and received, and comments they’ve posted online. These profiles should be accessible at all levels of your company, from marketing and sales to call center employees.
By looking at a customer profile, you’ll be able to quickly learn how many purchases have been completed in the past, what hurdles the customer has sought help overcoming, and what channels the customer communicates with your company through most frequently.
You can also look at larger groups of customers’ buying habits to see what patterns emerge. Doing so will allow you to anticipate needs and drive future sales and up-sales.
Always personalize
Once you know more about your customers, you’ll better be able to tailor your communications with them. You’ll know which offers customers will be most likely to respond to, and what campaigns they might be interested in. As you get smarter, your content and campaigns can grow stronger.
By understanding how customers communicate with your company, you can tailor your messages in a way that’ll be most relevant to them. Got a new offer they might be interested in? You’ll know this if you know your customer, and you’ll be able to deliver messages that resonate.
You’ll also better be able to respond to customer criticism. If you find bad feedback online or in a review, an outbound call or an email may help not only clear up the customer’s problem, but shows that your company cared enough to reach out to find a fix.
Start today
Get started today improving your company’s customer experience management. To do this, you’ll need:
- Employee training and buy-in 
- Analysis of customer emotions
- Consistency, consistency, consistency
- To take action when feedback is received
- See your company through your customer’s eyes
As you and your company strive to make customer experience management a success, remember that every customer interaction is an opportunity to build loyalty, drive sales, and develop a positive company image.
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