Newsletters
News & Information for Technology Purchasers NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
This ad will display for the next 20 seconds. Click for more information, or
Home Enterprise I.T. Cloud Computing Applications Hardware More Topics...
Eliminate costly downtime!
Find out how with Free White Paper
& enter to win a Samsung Galaxy Note

www.apc.com
CRM Systems
Tame your scariest paperwork. Find Out How
Average Rating:
Rate this article:  
Can You Really Manage Customer Experience?
Can You Really Manage Customer Experience?

By Jennifer LeClaire
September 11, 2013 1:56PM

    Bookmark and Share
McDonald's customer experience management (CEM) is a good example of what companies can strive to achieve. SAS Customer Intelligence expert John Balla says McDonald's special sauce, so to speak, is that the customer experience is always at the center of its business, and the company keeps it there using an analytically-driven optimization process.
 



Today's marketing gurus keep telling sales and service managers they have to manage the customer experience -- not just the customer relationship. But how much control do companies really have over the customer experience? How can they ensure that their customers always or almost always have outstanding experiences dealing with their products and their reps?

It's not easy -- that's for sure. But keeping your eye on the goal of customer satisfaction and using analytics to monitor results can be your keys to successful customer experience management.

It seems that there is a long way to go. Consider these statistics from Oracle's recent Global CX Study: 91 percent of 1,300 senior-level executives surveyed wish to be considered customer experience (CX) leaders in their industries, yet 37 percent are just getting started with formal customer experience initiatives.

On average, these business leaders estimate an 18 percent increase in spending on customer experience technology over the next two years -- and improving the cross-channel experience and customer analytics are top priorities.

But, again, how much control do companies really have over the customer experience? In fact, a lot. And, any business, whether large or small, can improve results by taking a top-down management approach to customer satisfaction. From the boardroom to the contact center, from design to distribution -- success is all about the customer.

The Fundamental Step

The problem is that, although many departments and functions have systems to track customer data, and measure customer satisfaction, few organizations have holistic, enterprise-wide views of the customer experience. So says professional-services firm KPMG.

Their analysis offer some valuable points. For example, Voice of the Customer (VOC) programs often focus on achieving certain scores but are typically not action-oriented. Business Intelligence (BI) tools can often provide useful insights on the dynamic nature of customer behavior, but not without IT support and interpretation from statisticians.

In a white paper titled, "Seven Steps to Better Customer Experience Management," KPMG says that the first step is fundamental to the entire concept: Understand the needs, wants and preferences of your target audience.

"Preference research, consisting of both qualitative and quantitative studies, can help organizations gain insights on customer shopping, pricing, product usage, and service support preferences," KPMG suggests.

"This critical first step is not about creating a new segmentation scheme." Instead, the focus needs to be on a number of of customer-centric variables, such as gaining insights regarding:

(1) how prospects hear about new products
(2) the factors that influence where they shop and for what
(3) onboarding needs and expectations for new customers
(4) how customers and prospects like to get help when issues arise; and
(5) the perceived value at specific price points, and how these relate to market trends and competitive offerings. (continued...)

1  |  2  |  Next Page >

 

Tell Us What You Think
Comment:

Name:





 CRM Systems
1.   Salesforce App Personalizes the Sale
2.   Microsoft Takes CRM to Gov't Cloud
3.   Salesforce1 Adds Mobile Features
4.   Salesforce Partners with Philips
5.   Salesforce1 for Retail for Digital Age


advertisement
Salesforce App Personalizes the Sale
New CRM and sales automation tools.
Average Rating:
Microsoft Takes CRM to Gov't Cloud
With Dynamics CRM in early 2015.
Average Rating:
Salesforce1 Adds Mobile Features
To access, analyze, act on biz data.
Average Rating:
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Canadian Government Charges China With Cyberattack
The government of Canada is not happy with China. Canadian officials have accused "a highly sophisticated Chinese state-sponsored actor" of launching a cyberattack on its National Research Council.
 
Researchers Working To Fix Tor Security Exploit
Developers for the Tor privacy browser are scrambling to fix a bug revealed Monday that researchers say could allow hackers, or government surveillance agencies, to track users online.
 
Wall Street Journal Hacked Again
Hacked again. That’s the story at the Wall Street Journal this week as the newspaper reports that the computer systems housing some of its news graphics were breached. Customers not affected -- yet.
 

Enterprise Hardware Spotlight
Apple Updates MacBook Pros, Cuts Prices Up to $100
The popular MacBook Pro laptop line just got an update and a price cut of as much as $100. The MacBook Pro with Retina display now includes faster processors and double the memory.
 
Watson Gets His First Customer Service Gig
Since appearing on Jeopardy, IBM's Watson supercomputer has been making a living using his super-intelligent knowledge base for business verticals. Now, Watson's been hired for his first customer service job.
 
Tablet Giants Apple and Samsung Feel the Heat
When a company saturates its home market with a once-hot product, expect it to pump up efforts elsewhere. Apple, for its part, is now pushing iPads to big corporations and the enterprise market.
 

Mobile Technology Spotlight
Android 'Fake ID' Puts Millions of Users at Risk
Having this fake ID is nothing to brag about, even if you are a minor. The “Fake ID” Android flaw drops malware into smartphone apps. It can steal credit card data and even take over your device.
 
FTC Wants Fix for 'Perfect Scam' of Mobile Cramming
The U.S. Federal Trade Commission has issued new guidelines to curb “mobile cramming,” a troublesome practice that adds unauthorized third-party charges to mobile phone bills.
 
Facebook: You Will Use Messenger, and You Will Like It
Starting this week, Facebook users with Android and iOS phones will be forced to use the separate Messenger app to send Facebook messages. Pending messages will still be visible in the main app.
 

Navigation
NewsFactor Network
Home/Top News | Enterprise I.T. | Cloud Computing | Applications | Hardware | Mobile Tech | Big Data | Communications
World Wide Web | Network Security | Data Storage | CRM Systems | Microsoft/Windows | Apple/Mac | Linux/Open Source | Personal Tech
Press Releases
NewsFactor Network Enterprise I.T. Sites
NewsFactor Technology News | Enterprise Security Today | CRM Daily

NewsFactor Business and Innovation Sites
Sci-Tech Today | NewsFactor Business Report

NewsFactor Services
FreeNewsFeed | Free Newsletters

About NewsFactor Network | How To Contact Us | Article Reprints | Careers @ NewsFactor | Services for PR Pros | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 NewsFactor Network. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.