Customer Experience Management: The Rewards of a Holistic Customer Centricity
THE REWARDS OF A
HOLISTIC CUSTOMER CENTRICITY.
M&S Service Level
Customer experience (CX) is the sum of all experiences a
customer has with a supplier of goods and/or services, over the
duration of their relationship with that supplier. This can include
awareness, discovery, attraction, interaction, purchase, use,
cultivation and advocacy. It can also be used to mean an
individual experience over one transaction; the distinction is
usually clear in context..
The total value proposition provided to a customer, including the
actual product, and all pre and post sales interactions with the
customer (Strativity Group)
The science and art of managing all interactions with customer
across all touch points in order to maximize the value provided
to the customer. (Strativity Group)
CUSTOMER LIFE CYCLE STAGES
AWARENESS KNOWLEDGE CONSIDERATION SELECTION BUYING SATISFACTION RETENTION &
WHAT IS CEM
CEM IS ALL ABOUT CREATING
AT EACH TOUCHPOINT AND
DO WE NEED CUSTOMER
… isn´t it just a new hype?
THE CUSTOMER GOT
THE POWER NOW!
THE CUSTOMER GOT
THE POWER NOW!
• 84% of all B2B
influenced by the
• Customers would like to
talk with a seller only if
they are shortly before
the purchase decision.
… of the customers with one single negative experience don't
plan to buy this product any more, 47% expect them to get a
service within 24 hours. (Study: Kelton research 2012)
IN THE CUSTOMER JOURNEY
SURPRISE AND ENTHUSIASM OF CUSTOMERS
From the “NOW Brand” to the “WOW Brand”
INCREASE OF TURNOVER
Rise of the cost-effectiveness, profitability of marketing, sales
and service, better products!
WHAT ARE THE PAYBACKS
2 CUSTOMER RETENTION AND LOYALTY
Stronger customer retention and loyalty by generating emotions
CEM IS A DIFFERENTIATING FACTOR
Positive perception of the brand and distinction of the
The customer orientation must be established clearly in the
company strategy - excellent customer experience is a business
5 RULES FOR
Only motivated employees who know the needs of the customers
and who are given the necessary scope of action can exceed the
expectations of the customers.
MAKE SURE THESE RULES
CONSIDERED BEFORE YOU
START WITH CEM
The experiences of the customers are gained and evaluated
systematically - customer satisfaction and customer retention are
made measurable about customer feedback and KPIs are parts
of the target-settings.
Important customer touch points ("Moments of Truth") are
known by the company and are managed from the perspective
of the customers ("Outside-In " - not "Inside-Out").
5 Customer Experience management isn't a project but a constant
process which aims at the constant optimization and reinvention.
ELEMENTS … CEM
… to develop Customer
Don’t forget to
REDEFINE and INNOVATE
OF THE CURRENT
DEVELOP A CUSTOMER
LEARNING TO THINK
IN CUSTOMER JOURNEYS
IDENTIFYING THE RELEVANT
TOUCHPOINTS FOR AN OPTIMAL
MAPPING AND INNOVATING
CEM– GOVERNANCE MODEL
Establishing the CEM Council to manage all data (provided by
departments, CEM reports and Customer/Employee feedback)
CEM Innovation Process
Touchpoint Management to establish as a recurring process to
generate permanent improvement
CUSTOMER / EMPLOYEE FEEDBACK METHODS
Collect and manage insight customer / employee feedback
systematically by surveys, focus groups, interviews,
observations, complaints, correspondence and interactions
KPIs and CEM Measurement Tools
Alignment of economical KPIs with CEM performance indicators
(such as loyalty & retention indicators) – aligning Experience
Performance Scorecards with Employee Performance
Get familiar with CEM and test your individual BASLER
Customer Journey and TOUCHPOINT MANAGEMENT. Pick out
one important TOUCHPOINT and investigate with a group of
people how you can identify MOMENTS OF TRUTH, PAIN
POINTS, BEST PRACTICES and how your employees create
ideas and outstanding customer experiences.
HOW CAN A
THE CEM FIT
START WITH A TEST DRIVE
… develop your individual and customized CEM strategy.
… train your management on CEM and establish the CEM
… start with CEM to establish a customer centric organization.
… establish TOUCHPOINT MANAGEMENT and add
TOUCHPOINT MAPPING to your management toolboxes.
ONCE YOU ARE INSPIRED BY CEM …