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Customer Experience

Customer experience management aims to improve the customer journey and overall experience. It involves mapping the customer journey to identify touchpoints and costs. Customer data is analyzed to understand perceptions and identify gaps. Leveraging technologies like AI and predictive analytics can streamline communication and personalization. Providing security through blockchain can also boost customer retention. Digital transformation is changing customer expectations to interact anytime through multiple channels, so consistent experiences across channels are important to provide value.

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Rahul Garg
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113 views9 pages

Customer Experience

Customer experience management aims to improve the customer journey and overall experience. It involves mapping the customer journey to identify touchpoints and costs. Customer data is analyzed to understand perceptions and identify gaps. Leveraging technologies like AI and predictive analytics can streamline communication and personalization. Providing security through blockchain can also boost customer retention. Digital transformation is changing customer expectations to interact anytime through multiple channels, so consistent experiences across channels are important to provide value.

Uploaded by

Rahul Garg
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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Customer Experience

Management
Introduction
•Customer experience, also known as CX, is customers’ holistic perception of their
experience with any business or brand
• CX is the result of every interaction a customer has with the business, from navigating the
website to talking to customer service and receiving the product/service they bought and
the after sales service as well
• Bridge between voice-of-the-customer & customer engagement to earn trust, loyalty, and
enduring profit growth.
• Benefits of Customer experience –
• increased customer loyalty
• increased customer satisfaction
• better word-of-mouth marketing, positive reviews,
and recommendations
Customer Journey – The Concept
Customer Journey Definition:
Outcome: Identify all services accessed
and experienced by the customers

Service Based Costing & Performance Data: Customer Experience Management:


Outcome: Identify costs incurred and quality
for each service provided •More efficient processes
•Cost reduction
•Accurate estimates (e.g. Profitability,
Customer’s Assessment of the Journey: sales)
Outcome: Learn how customers perceive •Improved product & service design
service and which they identify as critical

Customer Commitment Gap Analysis:


Outcome: Analyze performance across
the customer journey
Mind Map for a Better Customer Journey

Technology: People:
Connecting social media Business leaders and service
communities and other agent well connected with
channels helping develop customers. Also, employees
better run communities more willing to represent
company’s brand.

Improving Customer
Experience (CX) though CRM

Strategy: Operations:
Continual customer journey Better flexibility in businesses
mapping made possible with would help fulfill variation in
access of good data and customer requirements – made
providing customized services possible by collaborative
business unit
Streamlining the Decision Journey

Start
new
Start journey
classic
journey Consider
Evaluate
Consider
THE LOYALTY
Bond LOOP
Advocate Enjoy
Buy

Classic Journey New Journey


•Engagement in an extended consideration •The consider and evaluate step get
and evaluation phase before entering the shortened or eliminated
loyalty loop or a new round of consideration •Locking the customers directly into the
•May lead to purchase of a new brand loyalty loop
Pillars for improving customer experience by making the journey effective
Improving Customer Journey & Experience

1. Leveraging the Power of Artificial Intelligence: Gartner in a report has published that by 2020, chatbots will run approximately 85% of the
online customer interactions.
Chatbots are available round the clock and they can potentially handle a limitless customers request without getting tired
Since chatbots lack human emotion, a customers will more often than not receive a calm and composed response & takes less time

2. Predictive Personalisation: The potential to predict the future action of the customers based on their past behaviour is called Predictive
Personalisation.
Amazon Example.
Using predictive personalization, a company can predict the future course of action of the customer, thus broadening the leads in the next stage
of the sales funnel

3. Doing away with what customer definitely doesn’t want: Customers should be in love with the business and it can only happen if the
company is able to fulfil their needs to the fullest. Here are a few ways a company can do this:
•Optimizing the website for smartphone web browsing
•Collect data points to access how the customers will react to special offers and use it to the advantage of the company
•Not bombarding the customers on the website and providing information to the customers as and when needed
Improving Customer Journey & Experience
4. Streamlining Communication: Communication is the lifeline of a business. Choosing the right medium, language and message at the
right time are essentials to a company’s success. Here are some ways a company can do this:
 
•Communicating proactively and ensuring that the customer are aware throughout their journey
•Taking shortest routes when it comes to communication can be fatal as customers of today are smart enough to realise a lack of
trustworthy and reliable communication which could cause them to switch brands instantly due to the plethora of options available to
them
•To identify the channels are most cost effective, a company can rank the sources of traffic sources coming to the website, hence
enabling the company to provide better solutions

5. Provide Enhanced Security to the Customers using Blockchain: In this day and age where data privacy is one of the biggest concern,
customers will prefer businesses that take their personal data security very seriously. Hence, here blockchain comes in handy for not
all, but definitely certain companies doing business online. Here are a few reasons why blockchain impacts customer experience:
 
•Loss of data is not a problem as the data is decentralised thus acting as a reliable store of the customer’s data
•Encryption and validation provided in the blockchain increases the security of the data
•Customer retention process can be managed in real time with the help of blockchain. Scalability is made easier via blockchain without
compromising security
Digital Technology Changing Customers
• Digital transformation is changing the customer experience and customer journey across different
industries
• Customers expect relevant content in relevancy what they’re doing anytime, anyplace and within the
format and on the device of their selecting – Many a times the digital transformation is not
determined by the organization but by the customers
• Digital Transformation is about changing the way businesses interacts with customers with a
consistent experience and thereby proving value to the customers
•Customers are always connected through mobile devices and multiple apps – Digital technology
helps in this case to stay on top of the customer’s mind
• For marketing teams, improve customer experience through a data-driven marketing strategy by
leveraging the power of analytics. Companies should use digital channels to implement SEO (Search
Engine Optimization), account-based marketing and email marketing methods.
• How companies can achieve this?
• Seamless Multi-channel experience
• Personalized experience to customers (e.g. – shopping recommendations in Amazon)
• Agile data analytics team – embracing automation (e.g. – Automated compliant resolution by food delivery
services like Swiggy, Zomato)

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