3 reasons why investing in Customer Experience won’t fail


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Customer Experience Management

Customer experience is steadily moving up the priority ladder in many organizations. Business owners are waking up to the fact that without a great customer experience accompanying their products/services, there’s little chance to keep customers engaged.

With this in mind, using a Customer Experience Management (CEM) platform is perhaps the most rational option, isn’t it? But scepticism intervenes when it comes to the adoption of these systems. This is partly due to the fact that organizations are fearful of disrupting the status-quo.

But, the shift to a customer-centric mind-set is a disruption in itself. Therefore, instead of banking on mere thoughts, it’s time to aggressively look for ways to transform such a mind-set into actionable processes and policies. And a CEM platform is something that acts as a conduit between what you discuss in board meetings and what your front line staff execute in their work environment.

Still not convinced? Here we look at the 3 most important reasons as to why you need a Customer Experience Management (CEM) platform to get started in your customer experience journey.

1. Track your Customer Experience efforts

Under the assumption that your business has realized the need for a differentiating customer experience, the question to ask is: where do you start?

How do you know what to change, when to change, and how to do it in a way that impacts the end customer in a positive manner? Simply put, you can’t improve something unless you measure it. This is one of the most basics hurdles any business setup is likely to face in the path towards customer centricity.

In this situation, one of the most reliable methods of tracking customer engagement is using a Customer Experience Management (CEM) platform. A CEM platform helps your brand consistently track, measure and improve the mostimportant consumer metrics such as Customer Satisfaction, Customer Loyalty and Customer Delight. This way, not only can you expend enough effort to delight customers, but also find out whether the effort you put in actually makes a different in your consumers’ lives.

2. Make Customer Feedback actionable

A general perception towards customer feedback is that it is redundant. Customers, especially, feel so because they are the ones who leave feedback in the first place, point out the issues, and when they visit you the next time, they see that you haven’t done anything about it! (Well, your brand might not even know that there’s an issue in the first place for you to do something about it)

A CEM platform, however, makes your business look at customer feedback collection with a lot more importance and focus. In doing so, customer feedback becomes actionable. Meaning: you get to drill down into your customers’ perspective and precisely understand what it is that they are telling you. Moreover, you are presented with actionable insights (related to improving ambience, staff courteousness, and so on) that provides more clarity to the senior management on decision making.

3. Get a holistic view of Customer Experience

One of the main reasons for companies to fall short on consumer expectations and deliver a mediocre customer experience is that they operate in silos. Not just that, each department within the organization has its own interpretation of its customers, which leads to further confusion and disjointed customer experiences. Now, given the omni-channel world we are living in, the siloed way of doing things is equivalent to suicide.

Consumers have started demanding seamless navigation while they channel hop – switch channels online, offline or between online and offline. And the need for a holistic customer experience, in opposition to a more departmentalized experience, has only gotten bigger and can be realized primarily through a CEM software.

A Customer Experience Management (CEM) software allows Brands to capture consumer data across multiple channels – via website, mobile apps, emails, IVR calls, microsurveys, chatbots and so on. The collected consumer data is then organized on one single dashboard, and analysed to derive insight that is holistic of the entire customer experience and journey. Therefore, your brand can not only specifically understand the expectations of a mobile app user but also that of a website user and tailor the experience to suit the needs of both. It generally becomes easier to then deliver a consistent customer experience across all customer touchpoints.

Well, with that being said, do you know the best thing about a customer experience management platform? It tells you exactly where to start in your journey towards delivering customer delight. CEM tools dissolve the confusion brands have regarding their customer experience efforts and what needs to be done to reach a certain level of quality when it comes to the customer experience and customer service.

Ganesh Mukundan
I'm a content marketer at Hiver. I've been writing about customer experience for the past 5 years. I'm passionate about narrating delightful customer stories, researching CX trends, and deep-diving into concepts such as VoC and Customer Journey Mapping.


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