Customer experience, that greater whole of a customer's encounter with a business from the advertising to the post-sales service and everything in between, is starting to take a new place of prominence for companies out there looking to preserve market share and take new ground in an increasingly tight economy. That's making for quite a few changes, and a new report from InfoTrends is illustrating some of these firsthand.
InfoTrends turned to 800 different enterprises in both North America and Western Europe, seeking information about investment in customer engagement technology. Marketing is becoming a dominant figure in investment in customer experience, showing that customer communications are becoming less an operational concept and more a strategic one. So with that comes a need to realign things like help desk systems, customer service systems and more to help support the marketing message.
It's not just marketing that's got companies investing, though; the customer in general is a big focus when it comes to customer engagement investing. Improving customer loyalty is just behind improving customer experience, proving companies are taking to heart the idea that it's the entire customer experience that engenders loyalty, not just customer service. But also, priorities are including a better understanding of customer behavior, reducing customer churn, and increasing upselling and cross-selling opportunities.
But for those wondering about the brass tacks of how to manage customer experience, a great place to start looking is TeamSupport's line of customer management products. For instance, TeamSupport's systems can show a customer's interactions with a company, including every issue, request, or ticket filed with the company's systems. Notes can even be added for more specific information that may not fall into one of those categories, and that provides great means to address issues. TeamSupport's Customer Distress Index (CDI) also provides a look at tickets outstanding and tickets completed to provide a measure of how frustrated a customer may be. That's just a start; TeamSupport's systems go far beyond these issues.
One of the biggest things that any company can do in terms of providing a better customer experience is tailoring the experience to the customer. That requires a lot of information about each customer, as well as the means to derive actionable insights about the customer. Companies that want to take the next step in that vein should look for analytics systems to help derive needed conclusions. In the end, the more that's understood about a customer, the better the company can respond to that customer's needs and interests. A company that can do that helps ensure there's the best possible chance to make sales, retain the customer, and not lose said customer to a firm that can do the job.
The customer experience can be tough to get just right, and that can be a big problem. But with companies putting a lot more investment and attention into this field, the end result is likely to help keep customers happy, and buying.
Edited by Maurice Nagle