Customer Experience Management (CXM) is a broad domain encompassing components of User Experience Design and Content Strategy, among countless other functions. As such it presents a challenge to those new to the field when it comes to understanding what CXM is, what it isn’t, and how one can best apply its teachings in the creation of business value.
The best way to become familiar with CXM is through its application. What follows are 7 steps any manager can do – today – to begin working on effective Customer Experience Management.
1. Assess the customer’s feedback channels. Are they encouraged to contact the company early and often in the customer lifecycle? What plan exists to minimize the likelihood that negative feedback is shared with friends, relatives, and colleagues? Consider interviewing two of your channel marketing leads, and note your findings.
2. Map a single scenario through the customer lifecycle, from awareness through purchase and interaction with your product or service. Engage with the brand as a client would (call the support desk, email customer service, place an online order, etc…) and create a weighted list of your experiences in order of least to most pleasant.
3. Find the analytics available to you for each of the previous touch points, and cross-foot usage statistics with your weighted list. Document any channels for which you noted both an unsatisfactory experience and relatively high utilization.
4. Review your customer experience key performance indicators. CXM KPIs vary by industry, but yours may include Call Center Response Time, Purchase Abandonment Rate, and Conversions from Calls-to-Action. Do your KPI’s align with your findings from the preceding steps? Recall that “What gets measured gets managed,” so it’s vitally important that you are measuring (and therefore managing) the rights things.
5. Spend 20 minutes searching for your brand or company name on Twitter. Try using a tool like Topsy or Social Mention to observe instances across time. How are things trending? What’s the ‘tone’ of the tweets and blogs you find? For bonus points, engage with at least two Twitter users in a dialogue around your brand.
6. Begin thinking about ways to internally communicate your commitment to improving customer experiences. While the preceding exercises provide a window to the state of customer experience along with potential areas for improvement, lasting value requires organization change through steady buy-in at every level of the organization.
7. Appoint a cross-functional committee with the authority to continue your investigation and provide recommendations for future improvements. Share your findings with the committee and charge it with the creation of a customer experience improvement action plan. Consider engaging a Customer Experience Management consulting firm to guide the team’s effort.
Brian Lash is a Consultant II at SDLC Partners, a leading provider of business and technology solutions. Please feel free to contact Brian at firstname.lastname@example.org with any questions on this blog post or to further discuss Customer Experience Management.