Customer experience management (CEM) is the process of designing, measuring, and improving the overall experience that customers have with a company, from their initial interactions through to ongoing support and service. This involves understanding and addressing the various touchpoints that customers have with a company, and taking steps to ensure that each interaction is as positive and seamless as possible. CEM involves gathering feedback from customers, analyzing that feedback to identify areas for improvement, and then implementing changes to enhance the customer experience. The goal of CEM is to build long-term loyalty and advocacy among customers by consistently delivering exceptional experiences that meet or exceed their expectations.
A sample case study for customer experience management?
Company X is a software company that offers an online project management tool for businesses. They had received several complaints from customers about the lack of user-friendly features and poor customer support. As a result, they decided to implement a customer experience management strategy to improve the overall customer experience.
- Gathering Feedback: Company X started by collecting feedback from customers through various channels such as email surveys, social media, and customer support calls. They also analyzed customer data to identify patterns in customer behavior and pain points.
- Identifying Issues: Based on the feedback, Company X identified several issues that were affecting the customer experience, including the complexity of the software, the lack of user-friendly features, and poor customer support.
- Making Changes: Company X implemented several changes to improve the customer experience, including:
- Redesigning the user interface to make it more intuitive and user-friendly
- Adding new features to the software based on customer feedback
- Improving the customer support by offering faster response times and more personalized assistance
- Offering training and resources to help customers get the most out of the software
- Measuring Success: Company X measured the success of their customer experience management strategy by tracking key metrics such as customer satisfaction, customer retention, and referral rates. They found that customer satisfaction and retention rates improved significantly after the changes were implemented, and they received more positive feedback from customers.
Overall, Company X's customer experience management strategy helped them to better understand their customers' needs and pain points, and to make changes that resulted in a more positive customer experience. This, in turn, helped to build long-term loyalty and advocacy among their customers.
What does each navigation menu does?
In CX, there are 5 primary navigation menus, which consists of various sub-menus. The five primary navigation menus are:
- Surveys: It displays the list of various types of surveys you have created in the feedback.
- Deploy: It consists of various options to deploy a survey to your customers.
- Analytics: It takes you to view the CX dashboard, where you can add multiple widgets and analyse the data.
- Action: The action menu consists of the closed loop ticketing details. You can view all the segments you have created and view the tickets of each segment.
- Admin: This is an important menu item, which consists of various configurations that you need to do in your CX system.
Surveys, this menu item show the list of surveys (both email and intercepts) that you have created in your account. You can perform various actions on each of survey like change the survey status, copy, rename or delete the survey.
Deploy, this menu item consists of following sub-menu:
- Send: User can deploy the survey via SMS or Email or both options to either all customers or any segments specific customers.
- Survey Token: If you want your customers to take survey from your store, you can create survey token for various segments (stores) and use the survey token (link for the survey) in any handheld devices in your store.
- Templates: For each survey you can create multiple email or SMS templates under this sub-menu item.
- History: It shows the list of deployments made from the 'Send' menu.
- Export: With the export option, you can export the list of imported contacts and get the unique survey link for each of the contacts.
Analytics: Clicking on the Analytics, will take you to the CX dashboard where you can add widgets and analyse the data for your survey as well as segments.
Action: The action menu item consists, of Closed Loop sub menu. The closed loop page displays the list of all segments and count of tickets for each segment. You can click on the segment to view the ticket list and details.
Admin: There are several options under Admin menu. The list of which is as follows:
- General: This page consists of the general settings where you can rename the segments, managers, set the resting period rules.
- Promoter: The social amplification settings like Facebook, Twitter, Yelp, Trip Advisor are available on this page. You can turn these settings 'ON' to share the positive responses on these platforms.
- Detractor: Detractor settings are visible on this page.
- Mobile: For the offline survey data collection you can visit this page and turn the 'Offline Surveys' toggle ON. You can also set the access code for the CX Mobile app.
- Segments: The business data page is where you can set up your organization hierarchy.
- Contacts: From the contacts page, you can import the contacts into the CX system and can deploy survey to them.
- Managers: The manager page shows you the list of managers assigned to each of the segment. You can also import managers from this page through "Import Manager" button.
- Product: The list of product and product group imported through the contact list is visible on the Product page.
- Integrations: In the integrations page, you can access the FTP and API integration to automate the import of contacts and deployment of survey.