Customer Experience

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Aug 04, 2020

What is a customer experience program, and why is customer feedback tied to it so closely?

by Gordon Polovin

Sales enablement and marketing experts agree on one thing – aiming for flawless customer experience (CX) is the holy grail for every business. It’s also the ultimate ROI remedy. A CX program conjures up all kinds of thoughts, so to make it practical, let’s confine it to tried-and-tested tactics and strategies. Here are some guiding principles to design CX programs that work: Every customer experience program embraces a compilation of touchpoints the customer has with the company, its products, and services. It ranges from the time when the purchase idea enters the customer’s mind, then the buying action, through to after-purchase use (to keep returns at a minimum). A customer that drops off the CX journey is nothing but a prospect. Prospects typically abort at some point before buying, and after moving through numerous touchpoints. Whichever way you want to look at disrupted CX journeys, know this – it’s a costly exercise that sucks the life out of one’s marketing budget. The substantial funding of customer service facilities, email reminders, social media ads, feedback surveys, and more cannot withstand repeated CX program failures. It takes investment combined with customer experience acumen to convert a prospect experience (PX) into a CX.  CX journey analysis is a vital senior management function. You can’t anticipate obstacles, stops-and-starts, and upsets to the best-planned customer experience programs without it.  Even if you are replacing them one-on-one, losing customers represents a big-time marketing regression – commonly referred to as customer churn. Because the cost of one […]

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