As each piece of a customer experience management (CEM) program is laid in place, we take note of the ripples across an organization, assessing and understanding where, when and how to improve. Like the constant process of painting and re-painting the golden gate bridge, we are never truly finished, and it’s critical to make sure we constantly analyze and re-assess assumption both about our customers, and the program we put in place to listen and respond to them.
To that end, finding the right questions to ask, whether of a new CEM effort, or an existing one, is paramount. If we don’t, how can we design a program that is effective and responsive to both company and customer needs. Utilizing a base set of questions that can be applied to the CEM process, we are more likely to be able to capture the voice of the customer, voice of the employee, voice of the patient, voice of the citizen across the multitude of touchpoints where they are talking about your product, service or organization.
Why is this important? Because it affects your bottom line. The best product or service in the world, is not guaranteed to succeed, and listening to the people who are consuming your products and services is the only way to understand what is really happening before, during and after every sale. Once you’ve identified key strengths, weaknesses, opportunities, threats and trends, a properly implemented CEM program will help you isolate those insights which you can act on, in order to evolve and improve your business. Creating loyal customers is a never ending cycle, and so too is listening to them, no matter where they are talking about you.
Here at Clarabridge, we envision a world where every customer touchpoint is interconnected, no matter whether it’s physical or virtual, and every employee is empowered to access customer insights to make more informed and highly personalized decisions anytime, anywhere. In that world, you and your organization have no other option than to succeed.
This begins what will become an ongoing series of conversations about best practices within customer experience management programs. Provided in the link below is a mind map visualization of a series of questions and thoughts on CEM best practices. It is not meant to be the definitive treatise on what to think aboutwhen building a CEM program, but a collection of conversation starting questions that should allow you to hone in on what you need to do to create or maintain a successful CEM program at your organization.
The Mind Map can be found here: http://www.clarabridge.com/LinkClick.aspx?fileticket=Gri-VBbBPoc%3d&tabid=189
