Customer Experience

Management?

Muhammad Amir Qureshi

Contents
1. What does Customer Experience mean?
2. What is Customer Experience Management?
3. Why is Customer Experience Management so
important?
4. What are the components of Customer Experience
Management?
5. How do I measure the Customer Experience?
6. How can a Customer Experience Management
solution help your business?
Muhammad Amir Qureshi
What does Customer Experience mean?
Customer experience, also referred to as CX, is the
sum of all the experiences a customer has had with
your company, your products or services along the
customer journey.
From seeing an ad on television, to navigating the
website to actually buying a product and talking to the
customer service—the customer experience is the
result of the interaction a consumer has with your
brand. Let’s take a look at typical touchpoints along
the customer journey: Muhammad Amir Qureshi
These are typical touch points along the customer journey
So providing a positive, memorable experience across
every touchpoint is the key to making your consumers
happy. And a satisfied customer is likely to become
loyal and to recommend your product or service to
others. The best marketing money can buy!

Muhammad Amir Qureshi

What is Customer Experience
Management?
Customer Experience Management, also known as
CEM or CXM, is a strategy set to positively influence
your customers 'experience along the entire customer
journey. It enables you not only to meet their
expectations, but to exceed them at each touchpoint.
The overall goal is to increase customer satisfaction
and drive loyalty towards your brand, product or
service.
Muhammad Amir Qureshi
Therefore, ask yourself
“When and how do I interact with my customers?”
and
“What needs do they have?”.
It is crucial that you are aware of each encounter you
might have with consumers and what their
expectations and wishes are.

Muhammad Amir Qureshi

Why is Customer Experience Management
so important?
A positive customer experience — whether while
shopping in a store or talking to customer service —
helps to increase customer satisfaction. And the better
the customer experience at all touchpoints, the easier it
is to retain customers and win new ones.
According to a study by the consulting firm PwC, the
customer experience plays a decisive role in the
purchasing decision for three out of four respondents.
And is therefore, the most important criterion behind
price and quality. Muhammad Amir Qureshi
Good customer experience management helps you to:
 Create positive, valued and memorable interactions
differentiating you from the competition
 Generate more revenue as loyal customers are more
willing to spend more and return to your business
more frequently
 Win new customers via word-of-mouth
 Increase customer satisfaction and loyalty
 Reduce churn rates and lower your costs

Muhammad Amir Qureshi

In today’s competitive environment, the customer
experience often turns out to be the unique selling
point. A study by Gartner reveals that two-thirds of
the companies surveyed state that they compete with
other companies mainly on the basis of the customer
experience – compared to 31% in 2010.
The number of touch points has increased
significantly in recent years due to the digital
transformation of our communication habits.
Websites, newsletters, emails and social media are just
a few examples of communication channels between
customers and companies. Muhammad Amir Qureshi
Therefore, a well-thought-out CEM strategy is
indispensable to monitor and enhance the customer
experience at all touch points and to stay competitive.

Muhammad Amir Qureshi

What are the components of Customer
Experience Management?
In general, customer experience management is made
up of these six factors:
1. Customer Experience
2. Customer Journey
3. Customer Touch points
4. Customer Personas
5. Customer Lifecycle
6. Customer Centricity
Muhammad Amir Qureshi
Muhammad Amir Qureshi
1. Customer Experience
Customer experience describes the experiences that
your customers associate with your company. So ask
yourself what your customers want. After all, if you
know their expectations, you can use a CEM strategy
to enhance their experience, increase customer
satisfaction and drive loyalty.

Muhammad Amir Qureshi

Muhammad Amir Qureshi
2. Customer Journey
The customer journey is the set of experiences that a
consumer goes through from the moment they start
interacting with your brand to the purchase of a
product or service. It can involve many different
stages and does not always have to be linear. In fact,
the steps between awareness and purchase are
disrupted, varied and even loop back on each other.
The journey is no longer that easy: seeing an ad,
coming to the store and buying a product.
Muhammad Amir Qureshi
Instead, consumers constantly search for information
and move back and forth between the stages.
Therefore, it is important to provide the customer with
the right information at the right time throughout the
entire customer journey.

Muhammad Amir Qureshi

Muhammad Amir Qureshi
3 Customer Touch points
Customer touch points describe the interactions
(including contact points with no physical interaction)
that alter the way that your customer feels about your
brand, product or service. Make sure to be aware of
these touchpoints to meet or even better exceed your
customers’ expectations.

Muhammad Amir Qureshi

4. Customer Personas
Customer personas (also known as buyer personas)
help you get a full understanding of what makes your
best customers tick. Personas are based on the
analysis and research of your consumers. This allows
you to create a detailed picture of your target group(s),
including preferences in communication or personal
motivations.

Muhammad Amir Qureshi

Muhammad Amir Qureshi
5. Customer Lifecycle

The customer lifecycle describes the various stages a

consumer goes through before, during and after a
purchase.

Muhammad Amir Qureshi

Muhammad Amir Qureshi
6 Customer Centricity

Customer centricity is at the heart of CEM. It’s a

business strategy that fosters a positive experience at
every stage of the customer journey in order to
increase customer satisfaction and loyalty.

Muhammad Amir Qureshi

Muhammad Amir Qureshi
How do I measure the Customer
Experience?
There are different strategies that help you to measure
the customer experience.

1. Distribute customer feedback forms

2. Analyze the feedback
3. Take a closer look at support tickets and
complaints
4. Identify reasons for customer churn
Muhammad Amir Qureshi
1. Distribute customer feedback forms

Feedback forms (or satisfaction surveys) are ideal to

collect valuable insights into your customers’
experience with your brand, product or service. Do
not limit yourself to collecting reviews after a
purchase, but distribute feedback forms after
meaningful interactions along the customer journey.

Muhammad Amir Qureshi

2. Analyze the feedback

Once you’ve collected the feedback, it’s all about

analyzing it to truly understand what your customers
are saying. A very helpful tool in this context is the
Net Promoter Score (NPS). It’s a key metric
measuring how likely your customers are to
recommend your product or service to their friends,
family, and colleagues based on a scale of 1-10.

Muhammad Amir Qureshi

3. Take a closer look at support tickets and
complaints
Support tickets and complaint emails provide
valuable insights on issues and problems. Are there
any recurring problems? Make sure to understand
what is happening and how you could prevent certain
problems from happening again.

Muhammad Amir Qureshi

4. Identify reasons for Customer Churn

Without doubt, churn is part of any business. But you

should make sure to understand why and when it
happens. This allows you to do better in the future
and to retain your customers.

Muhammad Amir Qureshi

 Customer Churn

Muhammad Amir Qureshi

How can a Customer Experience
Management solution help your business?
No question, a successful CEM strategy requires
suitable software. There are numerous providers of
Customer Experience Management solutions on the
market. In general, it should support you in the
following areas:
 Communicate with customers throughout the
customer journey using automated messages and
feedback questionnaires
Muhammad Amir Qureshi
 Centralize and collect customer reviews on external
review portals
 Distribute customer reviews to leading rating
portals
 Analyze evaluations to really understand feedback
and gain valuable insights into customer
expectations and wishes

Muhammad Amir Qureshi

Muhammad Amir Qureshi
Muhammad Amir Qureshi
Conclusion
Today, customer experience is a determining factor
when making a purchase decision. And it’s predicted
to increase in importance. To pull off a successful
customer experience management strategy, you have
to know all touchpoints along the customer journey
and your customers´ wishes and expectations.
Delivering a personalized, memorable experience
means knowing your customers inside out and
providing the right information at the right time.
Muhammad Amir Qureshi