A Strategy for Customer Experience Management (CXM) Requires the Right Technology

With work from home becoming the norm, engaging customers and prospects are increasingly more challenging. As an industry, the management of your customer communications must include a view into the entire customer experience to ensure the messages you are sending are both relevant and consistent.

As an example, companies cannot afford to have multiple sign-on for credit cards versus shopping versus customer points programs. Today’s consumers expect to shop, pay bills, sign documents, and buy cars with ease right from their wireless device seamlessly. An understanding of Customer Experience Management (CXM) is key to growing and developing a loyal client base that continues to re-invest in your client brands and evangelize them.

CXM requires a consistent customer experience whether the client interacts online, in-store, or call center. Having a wholistic vision of the company’s purpose and what drives the perfect customer experience plays a significant role in developing your communication strategy and standards of procedure.

Moving to a CXM focus impacts how business is conducted as it relies on collaboration and feedback from customers and team members to continually refine and improve. A strategy must be in place to ensure all targeted omnichannel communications through social media, SMS, print, and invoicing show brand consistency. To accomplish this involves having a CX system that manages activities with real-time statistics that gives you the advantage to pivot on promotions that are running stale and maximize exposure of hot items.

When choosing the right system for your business, questions like this will help you ensure you can meet your goals: What are the key features necessary to deploy the right message at the right time? What type of reporting features do you need? What are the key metrics that have the biggest impact on the bottom line? What reports do sales, department heads, and manufacturing need to make the decisions?

It is exceedingly important to have a wide cross-section of department leaders and employees to vet out what technology is needed to support your CXM initiatives– which in turn will result in an improved customer experience and increased sales.

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