How to do it
Three steps to getting customer experience management right
So many things can affect the customer experience, how do you know where to start? Here are three steps to successful customer experience management:
- Create and maintain complete customer profiles.
- Personalize all customer interactions.
- Get the right information to the right place at the right time – every time.
Create and maintain complete customer profiles
To deliver a stellar customer experience, you have to know your customer better than ever before. That means creating and maintaining complete customer profiles that help you understand and measure your customers’ journeys at every touch point across multiple channels. The more you know your customers, the more effective you’ll be at delivering relevant offers to them. The more relevant your offers are, the closer the relationship between your business and your customer becomes – driving metrics like loyalty and retention.
Historically, companies have used structured data – e.g., demographic, transactional and log data – to construct customer profiles. Today, you must include emerging types of data – social media, video, RFID sensor, geolocation, etc. – tied together with cross-channel coordination. And add contact, response and transactional history interspersed throughout the customer life cycle, as well as customer value, profitability, behavioural analysis and propensity scores.
By analysing traditional, structured data in conjunction with newer types of data, you can:
- Learn how to improve the customer experience at specific touch points.
- Understand what your customers want and expect you to do for them.
- Make better decisions faster.
Make it personal
Once you have a thorough understanding of the customer, you can use that knowledge to personalize every interaction. Remember to not only focus on the customer, but also on the context in which the customer operates. Your data can help you maintain that focus, particularly if you continue to enrich existing (core) data with new sources. By adding context to your customer focus, you can deliver relevant, insightful offers, recommendations, advice and service actions when a customer is most receptive.
Remember that customers have more presence, power and choice than ever before. If you don’t provide a personal, relevant, timely and insightful message, you will alienate them immediately. But if you do, you will drive brand loyalty.
Right message, right place, right time – every time
To deliver the most value at each customer touch point – and improve the customer experience – you need to map analytics to specific stages in the customer life cycle so you can deliver the right message to the right place at the right time. Each life cycle stage is important – from initial consideration, to active evaluation, to the moment of purchase and even to the post-purchase experience. Each stage is an opportunity to improve the customer experience. And each stage is an opportunity to gain more insight that you can feed it back into your marketing processes (for future planning).to draw from the next time.