Optimizing Your Customer Experience Management

Posted by on August 15, 2017

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A customer’s experience with your organization may, in fact, be more important than the quality of either your products or your services. Customers today want to feel valued — they want to be able to have their needs both anticipated and fulfilled. Improving upon and optimizing your customer’s experiences is called customer experience management. Through new technologies, there are many ways that you can improve upon your customer experience management and, additionally, your ROI.

Integrate Your CRM, Marketing Automation, and Media Solutions Into a Single Infrastructure

Optimizing customer experience begins with consolidating and analyzing your data. To that end, integrating your CRM and marketing solutions can be an incredibly effective first step. Comprehensive CRM and marketing automation solutions — such as Salesforce, Marketo and HubSpot — almost universally come with third-party integrations out-of-the-box. For more distinct infrastructures, APIs, importing and exporting, or custom programming may be required. Regardless, this will create a single infrastructure that contains all of your customer information.

Not only does this improve analytics, but it also improves customer care overall. Both customer service representatives and sales personnel will have all of the information they need to quickly service the customers and get them the information that they need. Marketing campaigns will be able to target customers based on their prior behaviors — and will be able to prompt them towards purchasing more effectively.

Develop an Omni-Channel Approach through Content Management Systems

Content Management Systems (CMS) make it easier to push content directly to a multitude of different channels. Social media, email marketing, and websites can all be consolidated under a single content system — so that a single push of the button can update customers on a variety of platforms. Omni-channel approaches make it easier to scale your organization upwards and to reach out to individuals across multiple demographics and interests. Through regular content distribution, companies can achieve better organic growth and improve upon their inbound marketing.

A CMS is particularly useful for lead procurement and demand generation. With the use of a CMS, a strong and strategic digital marketing campaign can ensure that leads come to the business rather than the business having to procure leads. Organizations are thus able to improve upon their ROI, extend their marketing reach, and refocus their budget to additional areas of advertising and support.

Explore Big Data, Such as Emotional Analytics and Predictive Intelligence

Emotional analytics and big data can work together to develop new strategies for customer acquisition and retention. Algorithms are now available that are substantially advanced that they can look at patterns of customer behavior and determine the best way to service that customer. At its most complex, emotional analytics can involve motion capture and facial analysis, in order to detect micro-expressions that may aid in detecting the customer’s emotional state. But this isn’t the type of analytics that would most commonly be used by a business. Businesses, instead, would most likely use text-based analysis or verbal analysis, to detect the best leads based on their word usage and the amount of emotive statements they have made.

Not all big data is so complex. Predictive intelligence can also be much simpler, such as looking at a customer’s past purchases and predicting when they will need to make further purchases. Predictive intelligence is used to fantastic effect on many e-commerce marketplaces, to suggest items that may be relevant to the consumer based on the items that they have either purchased or browsed. Predictive intelligence can also be used to detect and identify certain patterns, such as whether a customer may have abandoned a shopping cart due to high shipping charges.

Create Knowledge Management Systems for Superior Customer Service

Customers today often prefer to self-service. A solid customer service experience is, thus, often one in which the customer does not need to contact the organization at all. New help desk and support solutions can be nearly entirely automated, so that customers can get the answers they need out of a knowledge management system. This management system may take the form of a helper website or even a live chat with a bot. When self-service fails, customers prefer a variety of ways to communicate: through email, phone, instant messaging, or even text message.

By providing these additional resources for customers, organizations not only assist the customer in getting what they want, but also reduce their own administrative overhead. The more customer service can be automated, the less time and money the organization has to sink into technical support and customer service personnel.

It’s an exciting time for organizations looking to improve upon their customer experience. Through better customer experience management, companies can fine-tune their operations and ensure that their customers keep coming back.

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