THE CUSTOMER

EXPERIENCE
MANAGEMENT GUIDE
What to focus on when investing in
customer experience management
INTRODUCTION

In today’s competitive landscape for service providers, Data and Insights

customer experience plays an integral role in retaining

customers, getting a competitive advantage over Personalization
others, and improving business results. For customers,
it can be the deciding factor between choosing one
service provider or going to their competitor.
Staff Experience

But where do you start when you want to create an

exceptional customer experience? In this guide, we will Seamless omnichannel experience
walk you through the five most important areas to
focus on.
Customer feedback
DATA AND INSIGHTS
DATA AND INSIGHTS

Personalization relies on data collection and analysis. This data not only helps businesses personalize the customer
experience but also provides valuable insights into customer behavior and preferences. But with a large amount of
data that can be obtained, how do you make sure you get the most out it to improve your customer experience?
Here are 3 steps to leverage your data.

1. Identify patterns and 2. Personalize the 3. Measure your customer

trends customer experience experience efforts
DATA AND INSIGHTS
TO ELEVATE THE CUSTOMER EXPERIENCE

1. Identify patterns and trends

Utilizing data analytics enables businesses to find recurring

patterns and trends in customer behavior, offering
opportunities for enhancing the customer experience. For
instance, when a service provider observes a longer than
usual wait time, data analytics can help pinpoint the
underlying cause. Subsequently, the service provider can
initiate measures to fix the problem. Getting this data can be
done with customer feedback solutions or business
intelligence tools integrated into your customer experience
management system.
DATA AND INSIGHTS
2. Personalize the customer experience

Personalization is an important element of the customer

experience in today's business landscape. It helps service
providers build stronger customer relationships, drive revenue, and
gain a competitive advantage. As technology continues to advance
and customer expectations evolve, investing in personalization is
not just an option but a necessity for businesses looking to thrive
in the long term.

Service providers can use data such as individual preferences, visit

history, and customer feedback from previous visits to create
personalized customer experiences. Creating customer segments,
personalizing visits and services, and even tailoring messages can
all create a huge impact in enhancing the customer experience.
DATA AND INSIGHTS
TO ELEVATE THE CUSTOMER EXPERIENCE

3. Measure your customer experience efforts

After identifying patterns and personalizing customer experiences, you

should measure how effective your customer experience initiatives are.
You can look at the customer feedback, churn and retention rates, NPS
scores, and performance metrics to assess the impact on your
business performance.

Data analytics plays a pivotal role in the management of

customer experiences. With customer data analysis, you can get
valuable insights into customer experience, customize the
customer journey, and measure the effectiveness of your
customer experience management initiatives.
PERSONALIZATION
 PERSONALIZATION

In an increasingly competitive market, personalization

More revenue is generated
40% by companies that utilize
personalization in their
has become something that gives a service provider a
services. competitive advantage. Businesses that excel in
personalization gain a competitive edge because they
offer a unique and superior customer experience.
According to research by McKinsey, companies that
Of customers expect excel in personalization generate 40% more revenue
71% personalization from the
brands and businesses they from those activities. Meanwhile, 71% of customers
choose.
expect personalization from the brands and businesses
they choose.

Source: The value of getting personalization right – or wrong – is multiplying by McKinsey & Company.
PERSONALIZATION
Delivering personalized customer experiences helps create emotional appeal, which plays into customers’ decisions
when choosing where they want to get their services. But the benefits stretch beyond that. Here’s how personalization
helps enhance customer experience:

Tailored solutions Enhanced customer loyalty

By understanding a customer's history, behavior, and Personalization helps customers feel understood and
preferences, companies can offer more relevant solutions, valued, which in turn will build a sense of loyalty and
leading to increased satisfaction as customers feel that trust because it shows that the company is invested in
their specific needs are being met. meeting the customer's needs.

Cross-selling and up-selling opportunities Adapting to changing needs

Personalization allows businesses to identify cross- Customer needs and preferences are not static.
selling and up-selling opportunities. Service providers can Personalization allows businesses to adapt and evolve
recommend complementary products or services by with their customers. By continuously collecting and
analyzing customer data, increasing the average analyzing data, businesses can keep up with changing
transaction value. trends and strive to meet customer expectations.
STAFF EXPERIENCE
 STAFF EXPERIENCE
As service providers have started to utilize and rely more on
technology and automation, human interaction has become
something that is often overlooked. Many customers today feel
Of consumers will
46% abandon a brand if the
employees are not
service providers have become disconnected from the human aspect

knowledgeable. of customer experience. While technology can assist to an extent,

when it comes to customer-staff interaction, a great employee
experience is intrinsically linked to a great customer experience.

The importance of good staff experience and how it influences the

customer experience is shown by PwC in one of its publications,
Of U.S. consumers say the
38% employees they interact with
understand their needs.
where it explains the gap between customer expectations and how
employees deliver. 46% of all consumers will abandon a brand if the
employees are not knowledgeable. Only 38% of U.S. consumers say
the employees they interact with understand their needs; 46% of
consumers outside the U.S. say the same.

Source: Experience is everything: Here’s how to get it right by PwC

 STAFF EXPERIENCE
Focusing on leveraging technology and innovation to empower
employees with the necessary information for serving consumers
effectively could bridge this gap between customer expectations and
how employees deliver the services. Tools that allow them to manage
customer journeys and access real-time data, for example, will keep
staff well-informed and encourage them to be proactive in delivering
services. A customer journey management tool can also help you
match service demands with staff with the right expertise, improving
operational efficiency and also staff experience.

Encouraging employees to deliver a positive experience through

incentives and improving their training can help employees to become
your advocates, deliver exceptional service, solve problems
effectively, and build strong customer relationships. Employee
experience and customer experience go hand in hand, and it’s a
powerful driver of business success and growth.

13
SEAMLESS OMNICHANNEL
EXPERIENCE
SEAMLESS OMNICHANNEL EXPERIENCE
As brands engage with customers across more
and more channels (mobile, online, onsite, etc.), it’s
vitally important to pay attention to every individual
touchpoint in the customer journey, but also the
way that they come together to shape your
omnichannel customer experience. An often
forgotten touch point is the transition from the
virtual to the physical world.
It’s highly likely that the customer experience will
touch all of your engagement points. The
experience may not be exactly the same in every
channel (e.g. online vs. onsite), but both have to
have a consistent brand look and feel, as well as
the same level of customer service and the same
outcome. Consistency across the brand, service
level, and outcome is how you establish a
seamless omnichannel experience.
SEAMLESS OMNICHANNEL
EXPERIENCE
For service providers, here are a few examples of how you can ensure
a smooth omnichannel experience for customers:
• Provide an easy way for customers to check in. You can send an
automated email/SMS with a check-in link to customers with a
booked appointment
• Make sure staff are well-equipped and informed before the
appointment. Giving them access to data such as visit history,
feedback from past visits, and other data the customer has
provided can help improve not just the customer experience, but
also operational efficiency.
• Allow video meeting. When a customer can’t make it to a meeting in
person, or if the staff member with the right skillset is sitting
remotely, you can still deliver an excellent service regardless of the
channels.
Bridging the virtual and physical world with a fully integrated business
intelligence (BI) solution is key to creating seamless omnichannel
customer journeys. Having a solution that can accommodate all those
points in the journey in a seamless manner, while gathering data and
customer feedback at every touchpoint is essential.
CUSTOMER
FEEDBACK
CUSTOMER FEEDBACK
Gathering real-time feedback from as many customers as possible is
an effort that will bring valuable insight into each part of the customer
journey and customer service interaction. From appointment
scheduling and check-in, through the completion of the service, you
can ask specific questions to monitor, track, and measure the
customer experience specifics of each channel.

Utilized well, customer feedback data can help you:

Discover customer pain points

Evaluate branch performance and service level quality

Identify areas for improvement

Minimize friction and create an excellent customer experience

CUSTOMER FEEDBACK
Diligence in collecting feedback and using business intelligence tools
is your best opportunity to be truly proactive about fixing weak spots,
adjusting service capacity and operational resources, and striving for
continuous improvements. Whether the waiting time is longer than
expected, or if the resources fails to meet the service demands and
customer expectation, service providers can address the current
issues and act accordingly.

A solution like a customer journey management platform allows

service providers to capture feedback across all touchpoints of the
journey, and it provides opportunities to request feedback during or
after the visit. With a business intelligence tool integrated into the
platform, this can be used to give staff and management a clear view
of the operations.
TYING IT ALL TOGETHER
With data analytics, personalization, staff experience, seamless
omnichannel experience, and customer feedback playing a vital role in
delivering an exceptional customer experience — whether it’s offline or
on-premises — service providers must understand what customers
expect to be able to deliver a unified experience. Service and
experience innovation must work together to keep customers
engaged and loyal.
A well-integrated customer experience management solution can
address all these challenges. With business intelligence tools included
in the solution, collecting data and monitoring performance – both for
individual touchpoints and the whole customer journey – becomes
much more efficient. Having an integrated solution also allows you to
put all your efforts into the areas above efficiently, with tools to
measure the results.
Ready to improve your customer experience?

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