How to effectively implement customer experience management

The advantage of the market research industry is the ability to study "people", and data collection is just our tool. The "superpower" of "0" cost of customer experience management data collection can also be used by our market researchers, so that we can be freed from the burden of tiring and tedious data collection and sorting, so that we can really rely on the "brain" to play a role.

In the field of traditional market research, our highest level is first-class strategist. With the help of the superpower of customer experience management, we use our smart brains to help enterprises sort out the "customer experience journey", including new customer acquisition, old customer retention, design customer experience management workflow, and implement customer experience management system with the help of "Lingxianmeow" customer experience management platform. Do a good job of marketing for the enterprise in an all-round way!

For many companies, implementing a workable customer experience management means setting up a customer experience management department, setting up a marketing department, etc., because the company believes that marketing is critical to the success of their business.

But in fact, customer experience not only exists with marketing, from the beginning of the customer to understand the brand, the experience has been generated, therefore, the object of customer experience management should be based on the key experience nodes in the customer experience journey, such as marketing, advertising, pre-sales consultation, store shopping guide, after-sales maintenance and so on.

In addition, after the customer experience management policy is implemented from top to bottom, it is the front-line employees who really implement it, so it is very important for enterprise employees to cultivate experience thinking for the implementation of experience management.

On the whole, from the development of experience thinking to the implementation, the first thing is to establish a customer-centric corporate culture, and secondly, to build a customer experience management system with experience as the core, which not only includes customers, employees and stakeholders, who interact indirectly or directly in the entire consumption process, but also includes policies, data industries and regional research processes and technologies, so it is a systematic project, which needs to be supported by professional research capabilities and system capabilities.

Enterprises to develop and implement the customer experience management system, it is recommended to consult the customer experience management platform of Bestworld. Based on long-term industry accumulation and practice, Baseline has formed a multi-industry and multi-scenario customer experience digital management solution, and has become a high-quality partner for the digital transformation of more than 10,000 enterprise organizations, with rich product capabilities and service levels. Click here to start digital customer experience management.

What is Customer Experience Management? It takes the improvement of the overall customer experience as the starting point, pays attention to every contact with the customer, through the coordination and integration of pre-sale, in-sale and after-sale and other stages, various customer contact points, or contact channels, purposefully and seamlessly deliver target information to customers, create a positive feeling that matches the brand promise, so as to achieve benign interaction, and then create a differentiated customer experience, realize customer loyalty, strengthen the perceived value, so as to increase the company's revenue and asset value. By effectively grasping and managing the customer experience, you can increase customer satisfaction and loyalty to your company, and ultimately increase your company's value.

The so-called experience is an unforgettable activity carried out by enterprises with services as the stage and goods as props. Products and services are external to consumers, and experience is internal, stored in the hearts of individuals, and is the result of personal participation in physical, emotional, and intellectual aspects. Customer experience is the impression and feeling that customers have based on their interactions with a business.

The impression and feeling of the manufacturer customer on the manufacturer is from his beginning to contact its advertising, promotional materials, or the first visit to the company, after that, from the contact with the manufacturer's sales, products, to the use of the manufacturer's products, accept its services, this experience has been continued, therefore, the customer experience is a whole process, an ideal customer experience must be composed of a series of comfortable, appreciation, admiration, aftertaste and other psychological processes, it brings customers a strong psychological feeling to obtain value; It consists of a series of events attached to the product or service, which clearly highlights the new value of the product or service; It strengthens the professional image of the manufacturer, prompts customers to make repeat purchases or improves customer recognition of the manufacturer. If a company tries to deliver the ideal customer experience to its customers, it must perform well in terms of products, services, people, and process management, and this is the result of implementing CEM.

You can also look for a third party for branding, such as Futurebrand

Customer experience management refers to the process by which a business shapes and manages the perception, emotion, and satisfaction of customers in various encounters and interactions with the business through holistic strategies and actions. It includes creating a positive, enjoyable, and valuable customer experience by understanding and satisfying customer needs from the customer's point of view, providing quality products and services.

Customer experience management emphasizes putting the customer at the center of the business strategy and focusing on the customer's overall impression and feel of the business. It involves multiple levels and links, including pre-market research, sales process, after-sales service, customer support and relationship maintenance. Here are a few key elements of customer experience management:

1.Know your customers: Understand your customers' needs, preferences, and behaviors through market research, customer feedback, and data celery analysis. This can help businesses better position their products and services to deliver experiences that meet customer expectations.

2.Design Quality Experiences: Design and deliver products and services that delight customers based on customer insights and understanding. This includes optimizing product design, interface design, service processes, and communication methods to deliver a pleasant, convenient, consistent, and personalized experience.

3.Effective Communication: Establish positive communication and interaction channels with customers to provide timely response and effective support. This can help customers solve problems, get help, and feel cared for and cared for by the company.

4.Cultivating brand loyalty: Cultivating customer trust and loyalty to the company by establishing long-term relationships and providing excellent after-sales service and value-added services. This can motivate customers to buy again, recommend the business, and provide significant market reputation.

5.Continuous Optimization: Customer experience management is a continuous process that continuously improves customer satisfaction through continuous improvement and optimization. By collecting and analyzing customer feedback, monitoring key metrics, and innovating, businesses can continuously improve the customer experience and maintain a competitive edge.

Through effective customer experience management, companies can improve customer satisfaction, loyalty, and word-of-mouth, increase customer stickiness, and gain sustainable growth and competitive advantage.

According to the situation you described, the role of customer experience management is: 1. Continuously improve customer satisfaction; 2. Increase marketing volume; 3. Help enterprises achieve product optimization. Customer experience management refers to the overall experience of customers, in the process of each contact with customers, by adjusting various processes and stages to continuously improve customer satisfaction, and collect various information of customers.

1. Continuously improve customer satisfaction. If the company can put the customer experience first, then it can let customers experience a more intimate service, so that customer satisfaction can be continuously improved. If the enterprise finds that the customer is dissatisfied in the process of contacting the customer, it can also make adjustments according to these aspects in time, and provide customers with better services and respond to the corresponding needs of customers more quickly.

2. Increase marketing volume; After improving customer satisfaction, customers will be more willing to buy the company's products, which can lead to an increase in marketing volume in the short term. 3. Help enterprises achieve product optimization.

If the company's products want to get more sales, they must be able to meet the needs and expectations of customers, and through customer experience management, we can understand what the specific needs of customers are, and can continuously transform and upgrade products.

As various industries enter the era of stock, extensive marketing that relies on traffic dividends has become a thing of the past, no matter what field of service, in order to gain loyalty, it is necessary to "digital customer-centric" and constantly improve customer experience. Here, we take the emerging industry of bicycle sharing as an example, and how to do a good job in customer experience management in the service industry.

In the shared service model, customers get the right to use the item at an ultra-low cost but do not own it, and the cost of switching platforms is almost zero, and the tolerance for negative customer experience is naturally low. In order to avoid customer loss, service providers need to build a scientific customer experience management system, clarify the various experience touchpoints that customers are exposed to at different stages of the relationship, explore customer experience pain points and needs, and promote the improvement of customer experience in a timely manner.

In order to solve common customer pain points such as "difficulty in finding and returning a car" and "vehicle problems", in terms of software, service providers can simplify the code scanning function, and even encrypt and transmit personal information to the big data platform when users register for the APP, bind the payment information, and launch the mobile APP to book bicycles.

At the hardware level, on the one hand, service providers need to add maintenance points and increase maintenance personnel on demand to improve the maintenance rate and quality of vehicles; On the other hand, it is necessary to remove faulty vehicles in a timely manner, and at the same time reasonably set up a reward and punishment mechanism to reduce malicious vandalism.

Finally, compared with the early situation of over-advertising and encroachment on public areas, it is obvious that the double effect of customer experience and revenue can be improved by increasing the re-riding rate and precise advertising. For the generally sensitive scheduling fees of customers, they can be optimized through the innovation of "red envelope bicycles" and other models.

In the service industry, if you don't understand the needs of customers, you will inevitably be "thrown" out by customers. As an important starting point for improving customer experience, customer experience management can help service providers solve practical problems at lower costs and higher efficiency, realize customer-centric experience improvement and closed-loop operation, and ultimately translate into the improvement of business value.