This article on customer experience management was originally posted on sas.com
Customer experience is defined as your customers’ perceptions – both conscious and subconscious – of their relationship with your brand resulting from all their interactions with your brand during the customer life cycle.
As for customer experience management, Gartner sums it up pretty well in its definition;
“The practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty and advocacy.”
Customer experience management is about more than serving your online customers. It’s about more than knowing where customers shop and what brand of dog food they buy. It’s about knowing your customers so completely that you can create and deliver personalized experiences that will entice them to not only remain loyal to you, but also to evangelize to others about you. That’s the most valuable form of advertising there is.
Gaining this depth of knowledge about customers isn’t something that just happens. It comes from extracting insight from all customer touch points and channels across your entire organization. It’s about harnessing mountains of customer data from online channels and beyond, and extracting valuable insight from that data with speed and precision.
The concept of customer experience may sound idealistic or touchy-feely, but anyone who dismisses it as such is woefully out of touch. In fact, customer experience has become a critical differentiator in today’s hyper-competitive, hyper-connected global marketplace. There’s tangible business value in managing the customer experience effectively. Good customer experience management can:
… continue reading here.
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