Regardless of whether a company is known as a market leader — or it’s working to get to that position — it’s the companies that believe in the importance of customer experience improvement that are the ones that find value in what it is that we do.
Delighted customers drive growth. They transact more often, spend more, and promote you. Unhappy customers defect as soon as possible; worse, they bad-mouth you and drive away business. To estimate how you’ll fare tomorrow, you need to know how your customers feel about you today.
Customer Experience Management (CEM) is a concept that describes how a company takes control of how it interacts with its customers. Typically, each group in an organization will build out customer interactions from its own perspective — that of the various silos. CEM is about viewing and then improving the interactions between your business and your customer entirely from the customers’ perspective — and across the entire journey they have with your business.
Why do this? Well, the ultimate aim is two-fold: to build customer loyalty and positive word of mouth; and to reduce customer churn and detractors who speak negatively about your business. In other words: better business results.
Call centers. Retail locations. Online. These are all crucial channels to your business, and, if you’re like most organizations, you probably have dedicated teams set up to manage them. And while your customers might have a preferred channel they interact with, they don’t care about the different teams and different policies you have running across each. They’re not interested in the reasons why you’ve structured things the way you have.
They just see you. Your organization. Your products and services.
If your organization is silo’ed by functional group, oftentimes your customers will have to remind themselves that they are even dealing with the same company. As they move throughout the customer journey, they aren’t treated like the same customer.
And in instances when feedback is collected from customers, the natural inclination is for silos to focus on how they performed — not necessarily focusing on the overall experience that the organization delivered. It’s not clear who should be collecting information on issues that cut across channels — let alone who should be actioning it.
Siloing customer experience management also hurts organizational growth and improvement. When successes and failures aren’t shared across a company, history has a tendency to keep repeating itself. The same kinds of customers will have the same kinds of experiences and will continue to have the same negative reactions.
Medallia's philosophy on CEM and its role in every organization.Learn More
A single, unified customer experience management system approach gives your business the ability to understand and improve the customer experience across the entire customer journey creating the consistency your customers crave from any business.