Today, customer experience has become a key differentiator for organisations in an increasingly competitive world. In order to build durable relationships with customers, you have to start investing in active Customer Experience Management (CEM or CXM). What is this? Gartner offers a solid definition of Customer Experience Management: “The practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty and advocacy.”
But how do you get started with all of this? Here are 5 key Customer Experience takeaways to jumpstart your organization!
Step 1 – Define your personas
The first step towards active Customer Experience Management is to get a good view of your different customers and their specific needs. It is important that you investigate the different needs your customers have and write them down in personas – which combine the customer needs and behaviours in separate profiles. This way you can start recognizing customers and assign them to a persona, which allows you to start giving personalized experiences.