Electronic Transformation 2 . 0: Customer Encounter Management

Customer experience management (CXM) could be the next stage of the customer-centric company transformation. It is a grand orchestration associated with customer experiences (CX) involving everybody in the C-suite— CIOs, CMOs, key digital officers, among other customer-facing functions.

“ CXM is the next category in the brand name evolution, ” said Augie Beam, vice president analyst at Gartner. “ Whereas 20 years ago a lot of brand strategy was focused on setting and communication strategy, today we all use the tools and processes associated with CXM to understand how experiences— exactly what our brand does and not just what says— help to craft the brand name perception in the mind of the consumer. ”

These days, customers move through the customer journey at the velocity of light, making the smooth and real-time management of those encounters a must. And for good reason: Organizations that will classify themselves as “ extremely advanced” at CX are nearly three times more likely than their colleagues to have exceeded their top 2018 business goals by a significant perimeter,   according to research . An effective CXM strategy plays a huge role within this success.

According to David Zealley, senior managing director plus global function lead for the Consumer Insight & Growth practice in Accenture, CXM isn’ t a brand new idea. The reason it’ s already been gaining popularity over the last few years is because businesses now have the tools at hand to “ fundamentally change their relationship plus engagement with the consumer, ” this individual told CMO. com.

CXM’ s 6 Competencies

To succeed at CXM, businesses first need to orient people, procedures, and technologies in service of the client experience. According to Rick Parrish, primary analyst at Forrester, there are 6 “ competencies” to the right CXM framework. They are customer research, prioritization, design, enablement, measurement, and lifestyle. Each part of the framework comes into play for every competency.
“ So , for instance , let’ s take the enablement proficiency, ” Parrish said. “ Enablement is about making sure that your employees possess the resources they need to provide the experiences that will you’ ve designed. People is needed there, since you have to make sure your individuals have the right training, the right skills, as well as the right information. Process also is necessary since your people need processes that will allow them to create good experiences. Plus, of course , you’ ve got to possess the right technologies to provide customers with all the right information at the right period. ”

Getting CXM right starts with data plus insight into the customer journey, said Gartner’ s Ray, adding that customer opinions is also key to a strong CX foundation. The most successful brands, he or she added, have a test-and-learn culture that will relies on qualitative research to inform each decisions and processes.

Accenture’ s Zealley echoed Ray’ s sentiment: “ Organizations that are looking to get CXM right need to be a lot more open to the power of data, ” he told CMO. com.

Historically, marketing leaned read more about gut, Zealley said. Yes, several data was available, but it has been typically retrospective or project-based. Within today’ s fast-paced, digital globe, that won’ t cut this, he said. Investing in the data plus building that much-talked-about single look at of the customer is going to be key in order to CXM, he said.

“ That’ s the fundamental alter because once you get into the skin associated with understanding the power of real-time information, then you can certainly open your mind to an entire set of innovations that you previously believed were sort of wonderful but unattainable to address to the market, ” Zealley said.

That granularity of insight, he added, is definitely imperative.

Indeed, businesses that want to provide truly transformative CX need customer data that is current, intelligent, and predictive. That makes selecting the most appropriate marketing technology crucial for productive CXM execution.

Satisfy the Customer Experience Manager

Who leads CXM? According to Gartner’ s Ray, the role remains up for grabs in many organizations, though CMOs are well-positioned to step up towards the plate.
“ CX continues to be developing in many organizations, ” Beam said. “ We see CX being led in a variety of ways, sometimes confirming into the CMO, sometimes as part of product sales or customer care, and sometimes being a standalone team under the COO or even CEO.   But I think associated with CX as the CMO’ s online game to lose. … The marketing section is in the best position to know the client, to collect and use their information, and to understand how different touch factors impact brand perception. ”

Recent research by Forrester Talking to, commissioned by Accenture , says that while companies understand that they contend with one another today based on customer encounter, nearly 87% of organizations decided that traditional experiences are no longer sufficient to satisfy their customers.

This changing landscape is an chance for CMOs to grow their roles to get architects of the customer experience, as well as drive growth, Accenture’ s Zealley said.   Forrester research from Sept 2018   found that will CX impacts a company’ t bottom line. In fact , just one-point boosts in CX scores, Forrester discovered, can translate into approximately $10 mil to $100 million in yearly revenue.

And since  90% of organizations   view the CMO as the connective tissue between your different lines of the business, “ it’ s never been a much better time to be a CMO, ” Zealley said.

Everybody Aboard

For a CXM technique to be effective, it must be a top-down, cross-company initiative, Forrester’ s Parrish stated.
Companies that do this very well, he added, have built energetic and strong CX executive committees or councils that involve THIS, HR, marketing, sales, and other professions, Parrish said. This senior number of cross-functional executives work together to manage the client experience in a cross-disciplinary way.

In addition , according to Gartner’ t Ray, they prioritize training workers, encourage appropriate customer relationships, and offer processes, career and financial benefits, and systems that help all of them do their jobs better.

One brand that has used this  approach to CXM is 24 Hr Fitness , which formed the “ transformation office” that includes business stakeholders from various features in the organization. This is a critical a part of getting the entire organization motivated about customer-centric thinking, he said. Among the transformation office’ s key regions of focus is to help identify, through every angle, all the ways the particular fitness brand can help its associates.

“ Whether you’ re an individual employee, customer-facing, behind-the-scenes, or you’ re a C-suite executive, if you don’ t observe how you contribute to one of those six expertise [customer research, prioritization, design, enablement, measurement, and culture] in a way that impacts the quality of the customer experience, don’ to tell anybody, ” he stated, “ because it turns out your job is usually pointless and should probably be eliminated. ”

This post initially appeared on CMO. com 03 13, 2019 .  

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