3 min read

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

Deepak Goyal

VP, Technology

If you follow the right formula for Customer Experience Management (CEM/CXM), you can massively improve your customer retention. Regardless of your industry, CXM offers you ways to meet the growing challenges in Customer Experience (CX). It primarily focuses on overall customer satisfaction but applying Customer Experience Management tools without proper planning can be disastrous.

With work from home being the new norm, engaging customers and prospects are increasingly becoming more challenging. As an industry, your customer communications must include a view into the entire customer experience to ensure the messages you send are 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 devices seamlessly. Understanding digital Customer Experience Management is key to growing and developing a loyal client base that continues to re-invest in your brands and evangelize them.

Reasons to Use the Right Technology for CXM

1. Personalizes the end-to-end customer experience

Offering personalized experiences to customers demands more detailed segments. It demands data that covers the customer journey with your products and services. CXM brings together different data and executes document composition in such a way, that your interaction with your customer becomes more personalized.

2. Provides a holistic vision of the company’s purpose

CXM requires a consistent customer experience whether the client interacts online, in-store, or with the call center. Having a holistic vision of your organization’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 you conduct business as it relies on collaboration and feedback from customers and team members to refine and improve. A strategy must be in place to ensure all targeted omnichannel communications sent through social media, SMS, print, and invoicing show brand consistency. To accomplish this involves having a CX system that manages activities with real-time metrics that gives you the advantage to pivot on promotions that are running stale and maximize exposure of hot items.

It is also necessary to ascertain whether your CXM consultants have experience in B2B Customer Experience Management with the same efficiency as B2C.

Pertinent Questions Before Selecting a CXM Consultant

When choosing the right system for your business, questions like the following 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 Customer Experience Management consulting will offer to have the biggest impact on the bottom line? What reports do sales, department heads, and manufacturing need to make the right decisions?

Final Thoughts

It is exceedingly important to have a diverse cross-section of department leaders and employees to vet out what technology is needed to support your Customer Experience Management strategy– which, in turn, will result in an improved customer experience and increased sales.

The right CXM tactics supported by your CXM consultant/partner help you in enhancing CX. At BelWo, we act as a liaison between you and your customers. We help create a line of communications that builds trust and loyalty in the minds of your customers.