Customer Experience Strategy

The term “Customer Experience” refers to the experiences customers realize when dealing with a provider of goods or services. It can also mean an individual customer’s experience over one transaction.

Customer Experience Management is fast becoming the norm for businesses to engage their customers in a way that not only creates loyalty, but makes them fans that refer new customers.

Customer Experience Strategy is a set of processes that are used to manage the Customer's Experience in such a way that their experience doing business with an organization or individual is positively repeated, so that the customer wants to continue doing business with the organization or individual.

To effectively create a strategy for creating positive customer experiences the first step is to realize that there must be processes to continually improve the relationship with the customer. This starts with the relationship between the employer and employee and the relationship between employees. The spirit of positive customer experience is how we treat each other in an organization. It starts with the “Golden Rule of Customer Experience”: “Treat everyone the way you want to be treated, or treat everyone the way you would treat your best friend.” It seems hard to believe that Customer Experience Management could be so simple, but it is.

 

Customer Experience Is an Investment, Not an Expense

 

Getting a corporate culture established that orients all employees to use the Golden Rule as a basis of dealing with each other and the customer is a series of training sessions to bring the Golden Rule to everyone’s attention and then to get everyone to begin thinking of how to continuously improve the way they interact with each other and the customer. This is a long term process in itself and requires constant attention to keep going forward.

As part of the solution to Customer Experience Management a tool for recording and analyzing customer data must be established. This is often referred to as Customer Relationship Management (CRM) Software.

Another tool that is required is a Business Process Management Suite (BPMS). This is a system of outlining processes used to interact with the customer. AuraPortal BPMS, CAASPRE Consulting’s BPMS of choice, outlines how an organization performs functions and details how a task is done. This is a simplified definition, because the practice of defining and detailing business processes is complex and involved. Having a BPMS in place helps to remove resource wasting actions and develops productivity that increases successful and profitable activities within the organization.

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