Understanding Customer Experience

In: Business and Management

Submitted By sookshin
Words 283
Pages 2
Understanding Customer Experience * Customer experience encompasses every aspect of a company’s offering the quality of customer care, of course, but also advertising, packaging, product and service features, ease of use, and reliability. * Few of the people responsible for those things have given sustained thought to how their separate decisions shape customer experience * They all have different ideas of what customer experience means * Customer experience is the internal and subjective response customers have to any direct or indirect contact with a company.
What determines “customer experience”? * A successful brand shapes customers’ experiences by embedding the fundamental value proposition in offerings’ every feature. * Service quality and scope matter, too, but mostly when the core offering is itself a service.
How are customer relationship management and customer experience management related?
CRM captures what a company knows about a particular customer: his or her history of service requests, product returns, and inquiries, among other things whereas customer experience data capture customers' subjective thoughts about a particular company.
Customer relationship management (CRM) tracks customer actions after the facts; customer experience management (CEM) captures the immediate response of the customer to its encounters with the company.
How customer experience is best managed?
There are three patterns of customer experience information, each with its own pace and level of data collection.
Tracking Customer Experience:
Persistent, Periodic, Pulsed Companies can monitor various patterns of interaction with customers to gain a better understanding of the customer experience they are providing. Depending on the precise information a company is seeking, it may choose to analyze past patterns, present patterns, potential…...

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