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Treat customers like assets and they will act in kind
This article is part of the Customer Experience Exchange issue of September 2012, Vol. 1, Issue 6
A successful customer experience management strategy isn't just about quickly processing transactions. It's also about managing technical support, training call center agents and using more than surveys to solicit customer feedback. In fact, CEM encompasses those issues and a lot more -- from a product's user-friendly packaging and a website's ease of use to even the legibility of a billing statement. To make the most of CEM, businesses should start from the inside out, analysts recommend. That means involving employees from all departments to determine how they should handle customers. It also means treating customers like any other asset: keeping the more valuable ones by shaping customer experience management procedures around their needs. Identifying and improving customer touch points Because customers' needs differ and the reasons for them to interact with a company vary, attempts to manage the overall customer experience require a lengthy evaluation of available resources and critical problem areas. Getting feedback from ...
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Features in this issue
The contact center and IT are often worlds apart, and the customer experience suffers as a result. But industry observers say a few simple principles can change all that.
Getting a full view of customers and anticipating their needs will create a winning CEM strategy, according to executives and experts.
Treating patrons like assets and aligning company priorities is touted as a winning customer experience management strategy.