Erasmus students Weblog


Customer Experience Management (Summary) B.V.
October 20, 2008, 2:51 pm
Filed under: Classes

Turning Customer Experiences into Competitive Edge.

 

In a global and information-rich economy, many of the familiar avenues to gaining and keeping a competitive edge, such as product innovation and or speed-to-market, are not as effective as they once were.

 

Greg Gianforte, RightNow Technologies CEO: “Competing on product innovation or price is too hard these days. Even if one of these gives you a short-term boost, it doesn’t translate into long-term advantage anymore.”

 

It essentially ensures that each department and touch – from sales to billing to returns- act collectively in the customer’s best interests to generate long-term loyalty. It requires starting from the customer’s view first (not the company’s), then aligning people, processes and technology to ensure that interactions are valuable from the customer’ vantage point.

 

Peppers and Rogers Group, Don Peppers and Martha Rogers: “Suppose a customer calls to complain to your firm, and his complaint doesn’t get resolved. When this customer hangs up the phone… your company loses value at that very moment.”

 

Nikon, David Dentry: “Every day we get three to four e-mails from customers that can’t believe how quickly we have responded to customer service e-mails. They get a good, positive experience and walk away with a positive view of the brand and company. Nikon’s business results indicate that our products are easier to use and that our support has done a good job in getting our customers to help they need, whether through self-service or through less expensive channels such as e-mail. And all of the improvements have come about by focusing on the customer experience first.”

 

Product, people and process must be built around the value and needs of the customer base in order to ensure that the customer experience is measurable and trackable for the company, while relevant and consistent for the customer.

 

5 Best Practices to Managing Customer Experiences:

1) Walk a mile in the customer’s shoes.

Peppers and Rogers Group, Becky Carroll: “There are ‘moments of truth’ along the customer lifecycle that make or break a customer relationship. The goal is to have the right information ready at the right time and channel for that customer. This requires a cross functional approach that gives the personnel on the front line the knowledge they need, when they need it.”

2) Recognize customer differences.

3) Mobilize the enterprise.

4) Use self service as part of a Multi-Channel strategy.

5) Remember that Customer Experience Management is not a one time event. Take the customer’s point of view consistently and regularly.

 

It is important to understand who your valuable customers are, what they need now and will need in the future.

 

Whatever you sell, the only way to differentiate your company and win in the long term is through the quality of service around the product.

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1 Comment so far
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Interesting lines:
1) “It requires starting from the customer’s view first (not the company’s), then aligning people, processes and technology to ensure that interactions are valuable from the customer’ vantage point”
2)”Product, people and process must be built around the value and needs of the customer base in order to ensure that the customer experience is measurable and trackable for the company, while relevant and consistent for the customer”.
3) “Take the customer’s point of view consistently and regularly”
4) “It is important to understand who your valuable customers are, what they need now and will need in the future” => measuring long term value

Comment by Angela




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