May 7, 2021

Operational Excellence with CXM

Article

Responsibility & Ownership

Customer Experience Management (CXM) is about putting your customer at the center of your business. This means you make the quality of your customer’s experience a high strategic priority. And why not? Customer interactions with your company and your products drive your revenue. Unfortunately, many companies simply measure the quality of customer interactions through surveys and research. If you’re measuring the quality of interactions after the fact, you’re doing it wrong.

CXM means actively owning responsibility for delivering a comprehensive high-quality outcome for customers across their entire Customer Journey. Customer Journeys are a combination of customer interactions with your company as they move through a cycle. The Sales Journey, for example, consists of the entire journey from discovery through solutioning to closed sale. Ownership and orchestration of that journey indicates that you understand the experience of your company from a customer’s point of view. Delivering excellent customer experiences demonstrates that ownership – and customer responds with loyalty to and evangelism toward your company.

In pursuing a CXM-focused business strategy, companies deepen their customer relationships, increase lifetime retention, and amplify their value and reputation of their brand in the marketplace.    

Efficiency & Satisfaction

Companies that place a high value on CXM must also place a high value on team cohesiveness, efficiency, adaptability, and morale. Why? Well, it’s impossible to deliver excellent customer experiences without a great team that has what they need to deliver for the customer. Customer-facing teams can deliver great customer experiences when they’re empowered with the best-in-class tools and information they need. You can help your teams take ownership of the customer experiences they are providing by eliminating any obstacles to that customer’s success.

The best CXM platform should be designed to fully empower teams, beyond simply handling a customer request. A CXM platform should deliver a contextual understanding of previous customer conversations and issues, which products they are using, which third-party partners they have engaged with, and anticipates what that customer might need down the line. Armed with this kind of platform, teams can deliver journey experiences to customers that are excellent, instead of merely satisfactory. That means more empowered, greater employee engagement, and higher employee job satisfaction. 

Cohesion & Transparency

Delivering B2B solutions increasingly requires coordinating the efforts of multiple teams, using multiple systems, often with the help of third-party partners. In the effort to deliver on a customer journey, teams and organizations often lack a clear view of where a customer is in a process, who is on point for delivering against a step in the journey, and who is up next. This is especially true when helping a customer “go live” with a solution includes hardware or software provision. Multiple organizations need to work in concert, across silos and teams, to make the process feel coordinated for the customer. Sometimes the only common thread in a customer journey is the customer themselves.   

Things start to break down when teams and organizations don’t have the full view of the customer journey, including where a customer is along a journey and who is responsible for helping them with the next step. A CXM platform should provide enterprise visibility on customer progress to all stakeholders, including insight into what needs to happen next. The best CXM platforms should include an engine that empowers teams with insightful notifications, automated actions, knowledge delivery, and collaboration tools to deliver a seamless experience. That means fewer headaches for your company, for your partners, and most of all, for your customers.

A Platform for Business Strategy 

A CXM delivery platform should be built to orchestrate exceptional customer journeys. Companies that center Customer Experience Management as the strategic driver of organizational value find that value increases across the board for everyone: customers, teams, partners, and their company.  The results are excellent brand reputation, employee job satisfaction, customer retention, increased revenue, and enthusiastic referrals for their products and services. Adopting a CXM platform is the key step (and the final one) to realizing that value. Get in touch below to find out more.