How you answer this question seems to depend almost entirely on where you sit in the organisation. If you are inside the Customer Experience Management tent, then you’ll answer “Investment”. If you’re outside it, then you will probably answer “Cost”. However, I think that it’s not so a much a question of where you sit in the organisation, but which you think comes first – the customer experience budget or the business outcome? [Read more…]
Post-sale customer experience
This series of blog posts will cover topics on the ways you can improve the customer service you give to your customers after you make a sale. This can range from maximising the value of each customer to ensuring long-term customer loyalty.
When trying to drive improvements in your customer experience, one key is understanding exactly what drives change in the customer’s perception of their experience. Often, identifying these customer experience drivers is the role of market research. But they can also be uncovered by using customer loyalty surveys in the right way.
Once you know what drives the customer experience, you then need to understand (or at least have an idea of) the way that the driver makes changes to the customer experience. There are four basic ways that a driver will cause change in the customer experience. [Read more…]
Using the Value Map and calculating Marketing Allowable puts you in good stead as you manage your customer relationships. But, if you don’t know where you are going, any road will get you there – so we need to have some way of determining when the right messages will be sent to each customer – we basically need a traffic cop to make sure that the right message gets sent at the right time. [Read more…]