21st Century Customer Experience Management (CXM)

Customer Experience is the only real sustainable source of competitive advantage.

CXM is really a strategy

CXM focuses business operations and processes around the needs of the individual customer. It is a whole new process that involves creating and nurturing a system of interdependent, self-reinforcing, company-wide practices that align employees, partners, processes, policies, and technology around customers.

What do I mean by CX?

How Customers perceive their every interaction with your company.

Why CXM?

CX affects the bottom line. Delightful Customers are more likely to remain loyal, try new products and services, and spread good news about their experiences. The aim ultimately is to establish lasting & valuable relationships. Market share, retention, profitability, and customer satisfaction are all directly related to CXM performance. In fact, Customer Experience Leaders grew 22% over its competitors even in a flat market.

The fact is, people do business with people they like and trust. How much is your own Customer Experience delivering satisfaction, loyalty, goodwill, instilling trust and a delightful experience?

How to deliver Superior CX?

Customer Journey mapping
Take the time to map the customer journey across all of the touch points in your business. This is fundamental to being able to provide a consistent, positive brand experience.

Use data-driven customer insight
Buyers demand that companies listen to them, take time to understand their particular challenges and then provide a solution or service that fits their personal needs. A deep understanding of customers by mining relevant data from social monitoring, behavioral analysis, and demographics and is vital.

Humanize your brand
It’s easier to trust a company when your audience is reminded there are real life humans working behind the scenes. So focus on your brand personality — what does it say about your company? What emotions does it evoke in people? People like brands that are open, friendly, authentic, trusted, honest and transparent. Customers are highly skeptical of brands looking out only for themselves.

Invest in marketing technology platforms
Technologies are a must-have in order to effectively engage with the 21st Century B2B Buyer in real time. Social CRM, Data analysis, marketing automation, digital dashboards all support real time engagement.

Content and Context are KING
Content needs to be: compelling, engaging, entertaining and memorable in order to develop deeper and more meaningful relationships over time. Integrated, relevant, personalized, timely and engaging content is paramount. Educate, do not sell. It’s about an exchange of value.

So ask yourself: what is it REALLY like to be a customer of yours? What is the day-in, day-out customer experience your company is delivering? Are customers generally waiting for too long? Do they wait for a service call that was promised two hours ago? Or come back to an online shopping cart that’s no longer there an hour later? Or alternatively, what’s it like to be remembered? To receive helpful suggestions? To get everything exactly as it was promised?

In fact, creating a positive and consistent customer experience across multiple channels is one of the biggest challenges facing businesses today, especially when every empowered B2B Buyer expects you to know them and their individual needs.

The fact is we need our customers more than they need us. As Sam Walton, CEO at Wal-Mart, stated: ‘There is only one Boss. THE CUSTOMER. And he can fire everybody from the Chairman on down simply by spending his money elsewhere.

CXM must have a razor-like focus on customer satisfaction, customer loyalty and customer value at all times.

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About The Author
Vince Kohli is the Founder of Future of Empathy and Why Empathy. You can connect with him on Twitter, and LinkedIn.

Would you like to incorporate empathy into your professional and personal life ? I would love to hear from you!!!

For more deeper insights on Empathy + impact entrepreneurship + how you can make sustainable + meaningful scalable impact in your own community feel free to reach out @ VinceKohli@gmail.com.

Wholeheartedly best wishes!!!