Approach to Customer Experience Management Remains Current


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Looking through the body of work that we have published over the years, Patty and I were taken with how much of our research is still
current after a number of years. In her article on Customer Experience Management, originally written
in 2005, Patty explains that your customer experience
mission is to delight individual customers by designing
ideal experiences for particular audiences, segments, or groups
of customers—people who care about the same things and who have the
same needs and desired outcomes. You want to optimize the
quality of the experience you offer to each group of
customers so that they perceive and appreciate the value of
your brand. At the same time, you want to deliver the most appropriate
level of service, based on the customer’s context, to
please him or her, without overspending on the things that
don’t matter to the customer. By understanding, anticipating and
meeting customers’ needs, you increase customer loyalty while lowering
your costs to serve. Truer words were never spoken—not then, not now.

Republished with author's permission from original post.

Ronni Marshak
Patricia Seybold Group
Ronni Marshak co-developed Patricia Seybold Group's Customer Scenario® Mapping (CSM) methodology with Patricia Seybold and PSGroup's customers. She runs the CSM methodology practice, including training, certification, and licensing. She identifies, codifies, and updates the recurring patterns in customers' ideal scenarios, customers' moments of truth, and customer metrics that she discovers across hundreds of customer co-design sessions.


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