A world-class customer experience is the result of everyone in an organisation working together, knowing business processes inside-out and being in sync with current initiatives – especially when it comes to customer interactions.
A key takeaway from a recent Columbus report exploring customer experience technologies and loyalty-boosting best practices across the B2C and B2B spheres was that organisations will need to bring together and make the most of the skills, technology and in-depth customer insights available to them in order to succeed.
Enter customer experience management (CXM) – underpinning customer interactions with tools that enable employees to give customers what they want, when they want it.
CXM is more than a traditional Customer Relationship Management solution. A simple contact management system is great for recording telephone numbers or measuring salespeople’s performances, but it’s not designed to support the full customer journey. Expanding on the concept of CRM, CXM solutions manage and act intelligently on the many layers of information flowing through a business at every stage of the customer journey.
Instead of just operating on a ‘market and sell’ approach, CXM builds on this to enable decision-makers to ‘develop and serve’ customers in a personalised manner. This can include interactions on social media or the personalisation and optimisation of a customer’s favourite website. But equally, it can take on larger projects such as maximising product availability through predictive maintenance algorithms or developing a fully servitised product line using field service management, case management and the Internet of Things.
Source – Marketing Tech
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