Customer experience management is the practice of monitoring, measuring, organizing, and improving customer interactions with a business. Customer experience management aims to deliver better experiences at every touchpoint throughout the customer lifecycle.
Customer experience is the overall perception that customers have after interacting with an organization’s people, products, services, and communications. Customer experience can be impacted by everything from the quality of a company’s website and marketing materials to interactions with salespeople and customer service reps. Exceptional customer experiences result in more satisfied and loyal customers, while negative experiences lead to customer churn and poor online reviews.
Why is customer experience management important?
The customer experience has become a critical point of differentiation in a highly competitive marketplace where customers have great power. E-commerce allows customers to quickly find another source for their products and services when they’re dissatisfied with a company. Customer experience management provides tools and technologies to help companies compete more effectively by continually refining their efforts to meet and exceed expectations at every customer touchpoint.
What are the benefits of customer experience management?
By helping to improve customer experiences, customer experience management can enhance customer satisfaction, boost customer loyalty, increase customer lifetime value, and improve net promoter scores that reveal the likelihood customers will recommend a company’s products and services to others.
Customer experience encompasses everything from the customer’s first interaction with the company to the support they seek after purchasing a product or service. Customer service is one very important part of that experience. By helping customers resolve issues, find information, get answers, and process orders, customer service plays a big role in delivering exceptional customer experiences.
A good customer experience typically relies on several factors.
- High-quality products and services are paramount. Customers must feel they received good value for their purchase.
- Positive interactions with responsive, friendly salespeople and customer service agents help customers feel valued and understood.
- Frictionless, convenient processes let customers get what they want quickly – whether it’s finding product information on a website, paying a bill, or getting help from tech support.
- Personalized communications and marketing materials that address their wants, needs, and pain points help customers feel more connected to a company, improving their overall perception of their experience.
How can companies improve customer experiences?
To improve customer experiences, a business must understand how well it meets customer needs at every step of the customer journey. The tools of customer experience management can help by identifying customers’ wants and expectations, then measuring their satisfaction with their interactions at every touchpoint. Using these metrics, businesses can take steps to continually refine marketing messages, enhance websites, improve products and services, train employees, and structure interactions and processes to increase customer satisfaction.
How do you measure customer experience?
The most effective way to measure satisfaction is by gathering direct customer feedback on how they feel about every aspect of their interactions with the company. Companies often use techniques like surveys, focus groups, social media monitoring, and manual reviews of contact center calls to accomplish this. However, the limitations of these methods present barriers to a true understanding of the customer experience. Results are often skewed by inherent bias, since the customers who respond to surveys or post on social media tend to have very strong positive or negative opinions. And none of these methods measures can capture feedback from more than a fraction of customers. For this reason, many organizations are now looking at conversation intelligence technology to measure the customer experience.
Conversation intelligence software enables businesses to gather invaluable, unsolicited feedback from customer conversations on every channel – phone, email, chat, SMS text, web, social media, and more. Using natural language processing, AI, and machine learning technologies, conversation intelligence software captures, transcribes, and analyzes conversations with customers, turning the unstructured information in these interactions into structured data that can be easily analyzed for insight.
How does CallMiner support customer experience management?
The CallMiner Eureka platform enables businesses to capture and analyze 100% of customer conversations to accurately measure customers’ opinions and feelings about their experiences with the business. As the world’s most comprehensive platform for analyzing omnichannel customer interactions at scale, CallMiner helps companies successfully identify patterns, interpret nuance, and analyze customer sentiments at the deepest levels. With CallMiner, businesses can better understand customer wants, needs, and expectations and take concrete steps to fulfill them.