Customer Experience Management

Having a good product is no longer a guarantee for success. In a continuously evolving environment, consumers have more options and information. This has allowed consumers to raise the bar for companies.  Consumers are no longer expecting a good customer experience, they are demanding it.  Brands are now facing the challenge of finding ways to create a successful customer experience. A Mckinsey research  featured in HBR found out that “that organizations able to skillfully manage the entire customer journey reap enormous benefits: enhanced customer satisfaction, reduced churn, increased revenue, and greater employee satisfaction”

 Customer experience management is a concept that has been around in marketing books for decades  but in the last decade , it has become an integral part of the brand’s marketing strategy .  Companies have realized that they need to define, implement, and manage the customer experience.  Digital technologies and social media has allowed brands to enhance this consumer experience and connect more with consumers in the way they want. 

So how can companies come up with a memorable customer experience? Different studies have shown that every detail counts. From the way the product is presented, the online experience, the salesperson or the “contact us” call center, every interaction counts.  Every contact point that the customer has with the brand must be memorable in a positive way. @entrepenueur identified six key points that help improve

1. ·         Recognition:  Make the costumer feel valued.
2. ·         Personalization:  Costumers like to feel  that companies know them and that the product or service has been tailored to their specific needs.
3. ·         Attentiveness:  Since every detail counts, make sure all the consumer journey goes smoothly for the consumer
4. ·         Consideration: Make every step easier for your consumer
5. ·         Appreciation  show the customers who choose you that you value and appreciate their business
6. ·         Delight: Surprise your clients when they least expect it.  

Here are some examples that show how some brands have been able to create amazing customer experiences.

SAP: Sap created a different experience for its consumers and found a way to personalize and surprise its consumer.  When you clicked  a Sap banner you were taken  to a business innovation  blog. The content you saw in the blog was completely different from what other people saw. The content you received was  related with the websites you've visited.  This was a very clever way to personalize the experience for the consumer. While all other brands were directing to its  website , SAP was showing consumers that he knew them and that he was giving them what they were looking for.

Zappos is a footwear online retailer that has used great costumer service to build a loyal base of costumer and become one of the most successful online retailers. Zappos secret is putting always customer needs first and working under the premise of always delighting the customer. Watch this video to see some other great things they do .

What other good experiences have you had?