Customer experience management involves a series of roles and responsibilities that it is good to know if we are going to assign this responsibility to someone in the company. When starting out in customer experience, organizations can make a basic mistake: not paying enough attention to the figure of the Customer Experience Manager. And the role he plays is extremely important, you can see his tasks in the following post.
Customer experience management methodology.
The main tasks of the person who manages the customer experience can be, among others, those listed below. If you want to see a methodology of analysis and management of the customer experience you can see the following link of the association for the development of the customer experience.
Create a simple metric that is the growth or decrease of customers.
The next thing is to know what it is due to. Why your customers stay or leave you, buy more or less, or actively use your products or services more or less.
So it becomes critical to measure the customer experience.
Manage customers as assets.
Align operations around the experience. Review customer relationship process mapping. And finally use the customer journey map and focus on priorities.
Identify moments of truth. Most of the time a customer interacts with the company in a way that makes their experience with us irrelevant to them. Nothing more or less happens than what was supposed to happen and therefore he will hardly remember the experience he had with us.
However, there are special moments sometimes caused by claims, accidents or accidents, or because we exceed expectations. All these situations generate emotions in the customer. They are important because when they appear is when we remember what happened. First, this gives us the importance of identifying the moments that we must pay special attention to so that the experience we generate is positive. And second, identifying how in those moments parts of the transaction we can exceed the customer’s expectations.
In the first case, it is a matter of looking for those moments of truth (claims, claims handling…) and then articulating mechanisms and processes that guarantee that in those moments the experience delivered by our company is differential.
In the second place of exceeding expectations, since not all customers respond in the same way, we must work by dividing them into groups with similar behaviors.
Build a customer listening path, analyze the current customer experience and collect voice-of-customer data in a unified way.
Proactively manage the user experience. Develop the ability to predict customer actions, rebuild and innovate at touch points.
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