What to Prioritize in Customer Experience Management
Customer Experience includes all of the steps a buyer takes to get and use a solution, from the
buyer’s realization of a need until the buyer deems the need no longer exists.
A buyer is anyone who weighs in on the purchase decision and/or uses the product/service.
Customer Experience Management is company-wide dedication to serving buyers’ needs from their perspective.
Customer Experience Optimization is company-wide alignment with customer priorities to grow
both revenue and profit naturally.
Place an X within each row to indicate your company’s current status in the journey to world-class CEM:
My Company’s CEM Practices
CUSTOMER-FOCUSED CULTURE
Envision your CX excellence culture
Unplanned
or Unknown
On Our
Wish List
Just
Starting
WellEstablished
Perhaps
World-Class
Gap analysis of now versus future
Customer-validated vision
Customers agree with your vision
Executive sponsorship
Managers know how to champion CEM
Customer-focused roles
Know CX context of job descriptions
Customer-focused recognition
Teamwork is customer-centered
Customer-focused reviews
Individual / organizational performance
VOICE OF CUSTOMER
Consolidate existing VoC
Front-line feedback + surveys + other
Customer experience personas
Segment customers by CX triggers
Customer value quotients
Customers’ view of costs/benefits
Customer lifetime value
Calculate cumulative profit
Systemic resolution of complaints
ID root cause & prevent recurrence
360-degree view of customers
VoC portfolio of customers’ world
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My Company’s CEM Practices
CUSTOMER EXPERIENCE EXCELLENCE
Internal branding
Unplanned
or Unknown
On Our
Wish List
Just
Starting
WellEstablished
Perhaps
World-Class
Employees live the brand promise
VoC action plans
Root cause resolution & prevention
Close the loop with customers
Communicate action plan progress
Manage CX leading indicators
Tie action-plan progress to VoC and $
Motivate CEM stakeholders
Cross-functional engagement in CEM
Holistic decision-making
Anticipate ripple effects on CX
Internal customers in CX context
Fine-tune touch-point value chain
Customer-focus incentives
Accountability for CX excellence
Customer relationship skills
External & internal trusted advisors
Customer experience innovation
Inspire CX differentiation
Customer care
Outreach for customers’ welfare
CUSTOMER ENGAGEMENT
Customer community
Let customers talk with another
Customer advocacy
Word-of-mouth promotion of brand
Customer references
Testimonials from customers
CRM
Personalization for upsell/cross-selling
Customer lifecycle management
Extend duration of customer revenue
© Copyright ClearAction LLC
www.ClearAction.biz
tel +1 408 687 9700 (GMT -8.00)