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    Understanding Customer Experience

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    Dimple Gupta
    Customer experience is defined as how customers engage with a company and its brand throughout the entire relationship, not just during individual interactions. It is shaped by many touchpoints including marketing, product design, customer service, sales, advertising, and retail partners. Managing customer experience presents challenges like unexpected customer behavior and perceptions, and requires coordinating touchpoints like products, websites, advertising, and call centers. Customer experience management differs from customer relationship management in its focus on unfolding transactions over time rather than just maintaining relationships. Tracking customer experience involves collecting data through persistent electronic surveys, periodic reviews and studies, and pulsed special surveys.

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    Understanding Customer Experience

    Uploaded by

    Dimple Gupta
    146 views10 pages
    Customer experience is defined as how customers engage with a company and its brand throughout the entire relationship, not just during individual interactions. It is shaped by many touchpoints including marketing, product design, customer service, sales, advertising, and retail partners. Managing customer experience presents challenges like unexpected customer behavior and perceptions, and requires coordinating touchpoints like products, websites, advertising, and call centers. Customer experience management differs from customer relationship management in its focus on unfolding transactions over time rather than just maintaining relationships. Tracking customer experience involves collecting data through persistent electronic surveys, periodic reviews and studies, and pulsed special surveys.

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    Customer experience management - understanding customer experience

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    Customer experience is defined as how customers engage with a company and its brand throughout the entire relationship, not just during individual interactions. It is shaped by many touchpoints including marketing, product design, customer service, sales, advertising, and retail partners. Managing customer experience presents challenges like unexpected customer behavior and perceptions, and requires coordinating touchpoints like products, websites, advertising, and call centers. Customer experience management differs from customer relationship management in its focus on unfolding transactions over time rather than just maintaining relationships. Tracking customer experience involves collecting data through persistent electronic surveys, periodic reviews and studies, and pulsed special surveys.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    146 views10 pages

    Understanding Customer Experience

    Uploaded by

    Dimple Gupta
    Customer experience is defined as how customers engage with a company and its brand throughout the entire relationship, not just during individual interactions. It is shaped by many touchpoints including marketing, product design, customer service, sales, advertising, and retail partners. Managing customer experience presents challenges like unexpected customer behavior and perceptions, and requires coordinating touchpoints like products, websites, advertising, and call centers. Customer experience management differs from customer relationship management in its focus on unfolding transactions over time rather than just maintaining relationships. Tracking customer experience involves collecting data through persistent electronic surveys, periodic reviews and studies, and pulsed special surveys.

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    At a glance
    Powered by AI
    The key takeaways are that customer experience involves how customers engage with a company and brand throughout their entire journey, from various touchpoints like marketing, products, customer service, sales etc.

    The different touchpoints in customer experience include marketing, product design, customer services, sales, advertising agencies and retail partners.

    Some challenges in managing customer experience are perception about the company and products, unexpected customer behavior and emotions, and not being able to anticipate how customers will perceive experiences.

    Understanding Customer

    Experience

    - Abhishek verma
    What is a Customer?

    • Has a role in the decision or action to get something

    • Uses what is obtained


    What is Customer Experience?
    Digital Experience
    & interactions
    Speed at which
    problems are resolved
    in call center
    Ease of use and
    Reliability

    People can find out


    about the service
    Advertisement &
    Packaging

    Retail or Customer Touchpoints


    service

    In totality : How customers engage with Company and brand, not just in a snapshot in time
    But
    Throughout the entire arc of being a customer
    Touch Points - Customer Experience

    • By creating even a single touch point by :

     Marketing

     Product design

     Customer services

     Sales

     Advertising agencies

     Retail partners
    Challenges in Customer Experience

     Perception about company and product

     Emotions

     Unexpected behavior on parts of customers

     People don’t behave like robot


     No matter how well an experience is crafted
     They will not perceive exactly as we anticipate or hope

     Managing touchpoints like


     Products
     Web site
     Advertising
     Call center etc
    Enablers of Customer Experience

    • Focus on features

    • Specifications

    Operations
    • Quality

    • Timeliness
    Customer care
    • Cost
    • Concentrate on
    unfolding
    transections
    CEM Vs CRM
    • Customer Experience Management and Customer Relationship
    Management differ in their subject matter, timing, monitoring,
    audience and purpose.
    Tracking Customer Experience

    • Three patterns of Customer Experience Information

    1) Persistent
    • Data collection frequency : short cycle
    • Electronic surveys linked to high volume transections

    2) Periodic
    • Quarterly account reviews
    • User experience and Relationship studies

    3) Pulsed
    • One-off special purpose driven
    • Interim readings of trends
    Matrix - Rating Customers
    • Vertical axis shows billed revenue
    • Horizontal axis shows an aggregate score indicating level of
    customer satisfaction
    Thank You

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