Special Report

Customer experience management: Top five headlines

In an attempt to build customer satisfaction and brand loyalty, many companies have turned their attention to the customer experience. We've gathered our most popular headlines on customer experience management (CEM) to get you up to date on the latest news and trends. Read on to find out how innovative call centers are making an emotional connection with customers and new ways of measuring customer satisfaction.



  The top five CEM headlines  


1. Customer satisfaction falls despite call center efforts: According to the Global Contact Center Benchmarking report, a renewed focus on the customer experience is likely the cause of a significant drop in customer satisfaction levels in the call center. However, customer satisfaction hasn't dropped because customers are unhappy, but because call centers are more accurately measuring customer satisfaction.

2. Price not the best path to customer satisfaction: For See Results' study of the top 100 online retailers revealed that price isn't the biggest concern for online retailers who rank the highest in customer satisfaction. There are a number of factors that affect online retail satisfaction, including site experience and brand image.

3. Customer loyalty demands employee loyalty: The Strategist Group's annual Customer Experience Management study showed that the majority of executives surveyed don't believe their company deserves their customers' loyalty. In addition, roughly half of those surveyed don't believe their company deserves their loyalty. Without the loyalty of employees, customer loyalty efforts are likely to fail.

4. Garner: Customer service a six-step process: According to Garner, customer service should be viewed as a series of processes; detection, preparation, transaction, measurement, understanding and improvement. Instead of holding segments of the organization responsible for individual channels, a customer-focused team should be formed.

5. Improving the customer experience: Call centers making an emotional connection: An interest in the customer experience is driving call centers to improve customer satisfaction by identifying and measuring customer emotions. Call center agents can be trained to recognize and deal with customer emotions, making a connection between the human side and the business side of the transaction.


Visit the customer experience management Ask the Expert section.



This was first published in February 2008

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