We all have understood the importance of customer experience. Now, let us read something about customer experience management. We have here added a few points for our readers that would help to maintain customer expectations.
Step 1: Needs Assessment and Segmentation
The starting point of customer experience management is to understand and evaluate what your customer’s needs are, what drives them as per their requirement, and what they need from suppliers’ products and services. Augmented with this is the segmentation of customers into groupings which enables us to see and serve the customer more specifically.
Step 2: Customer Journey Mapping- most important
The second step in customer experience management involves constructing a structured and detailed customer journey map for each of the customer segments. It is also important to look at individual segments in this exercise as their journeys may differ. The customer journey map actually details the customer touchpoints with the supplier from the first awareness through to usage and, if appropriate, termination of usage.
Step 3: Identify the Desired Experience of the customer
The customer journey map is now used in the third step of customer experience management to design the ideal customer experience. This stage is about reflecting on the customer journey map and comparing the actual experience with the internally-perceived experience.
Step 4: Design the Brand Experience
The fourth stage is all about emotion; it addresses the actual feelings that we as a professional want to evoke in customers in their experiences with the brand. To design and execute the best brand experience, it is important to have a clear vision of the brand identity and values.
This kind of clarity and feelings are often translated into ‘promises’ which will underpin the customer experience in terms of what they can expect from the relationship with the brand.
Step 5: Structure the Customer Touchpoints
This is the last and also important step for customer experience management. Here the various loop points of the customers are structured to ensure the processes are in place to deliver the experience for the customer—one which generates the desired emotions associated with the brand to deliver longer-term loyalty. Furthermore, the touchpoints of the customers are addressed and evaluated on a simple basis.
Note to be taken-
Customer experience management is a complex process that needs to be structural and organized for the success and growth of any company or brand.