April 30, 2021

Better CXM = Better Business Outcomes

Article

Better for Customers 

Customer Experience Management (CXM) is about centering the customer and their needs at the core of your business, and placing the quality of their experiences at the highest level of strategic importance within your organization. It seems natural and intuitive to do so, because businesses do not exist without the customers that pay for their goods and services. CXM means taking ownership over every experience a customer has with your organization over the entire Customer Journey. That ownership is indicative of a level of care and obligation toward that customer that engenders trust, respect, and loyalty. Delivering excellent customer experiences is also intended to ensure that this is consistently the case. As a result, your customers won’t only stay with you, they’ll rave about you to others. In pursuing a CXM-focused business strategy, companies deepen their customer relationships, and increase lifetime retention, and amplify their brand value and reputation. 

Better for Teams 

Organizations that place a high value on CXM will naturally also place a high value on team cohesiveness, efficiency, adaptability, and morale. Why? Well, it’s impossible to deliver excellent customer experiences without a team that is well prepared to be all of those things. When support and success teams are working to the best of their potential, it’s because they are unencumbered by technological limitations. They’re equipped with best-in-class tools that allow them to take ownership of the customer experiences they are providing by eliminating any obstacles to a customer’s success. CXM platforms are designed to empower teams to not just respond to customer issues and requests, but to have a contextual understanding of what a customer might need down the line, what products they’re using, which third party partners they are interacting with, and what issues they’ve had in the past. Armed with that knowledge, they can deliver experiences to customers that are excellent, instead of merely satisfactory. That means higher NPS scores, greater employee productivity, and higher employee job satisfaction. 

Better for Partners 

Teams and the customers they serve often struggle in getting software and hardware implementations across the line. Customers often have to deal with a broad range of issues during ongoing support as well. To a certain degree this is the nature of a highly interconnected world, with a myriad of interconnected systems required to deliver services to a customer. It further complicates matters for both the customer and the employees supporting them, when two separate organizations are working in tandem to serve customers. In these cases where there are partner organizations delivering to the same customer, the two organizations must be incredibly synchronized. If they are not, customers and employees trying to wrk together, often pay a price resulting in poor customer experience. Some common challenges across organizations partnering together, include a collective lack of visibility to the customer and their journeys, in ability to collaborate in a particular interaction, and ineffective communication given siloed and disparate systems. CXM systems provide the benefit of eliminating asymmetries of connectivity, because it gives all relevant parties insight into what needs to happen next. CXM provides the connected visibility, collaboration, communication and orchestration capabilities that an organization and any of its partners, the means to lower customer attrition, and increased customer satisfaction and therefore customer lifetime value. 

Better Outcomes for Everyone 

CXM platforms are built with CXM-focused strategy in mind. In centering Customer Experience Management as the most important driver of organizational value, companies that take this approach find that value increased across the board for every interested party - their customers, teams, partners, and themselves. This leads to improved brand reputation, employee job satisfaction, customer retention, increased revenue, and predictable referrals for their products and services. Get in touch below to find out more.