Customers, truly, provide the sources of the lifeblood for any business. But truly also, not all customers of any business are created equal. Some require more attention than others. By gaining insights on needs, preferences and behaviours, management of customer experience journeys can be optimized at critical touch points.
This course provides participants with an understanding of the essentials they need to know, the frameworks as well as templates they must have to get off to a great start in Customer Experience Management. They will be exposed to:
What a Customer Experience Management (CEM) is really about.
How to design a CEM Strategy.
The various CEM measures in use and their advantages and disadvantages.
How to improve the concepts that underpin the CEM.
Methods to assess how customer centric the organization is and what need to change.
Understand the implementation process.
How CEM Differs from Customer Service
Voice of the Customer
Customer Experience Strategy
General Overview of Customer Experience Management (CEM)
Too hard to outpace rivals on products alone
Holistic enterprise-wide view of Customer Experience
Running a successful CEM programme
Problems and pitfalls
Common objections and how to deal with them
Getting senior management on board
Roles and responsibilities of the CEM team.
The CEM Context
Customer-centric information architecture
Expectations of the most profitable target customers
Your desired customer experience
Customer- and prospect-categories list management
Introductory Net Promoter Score (NPS) measures.
Moments-of-Truth at Experience
A random walk through work flow for customer experience
The linkage between corporate DNA and CEM
A paradigm shift from traditional wisdom.
Decide which markets can sustain growth categories
Define target customers in each market
Identify and assess the key value drivers in each segment
Understand how customer buys
Make choices on the targeted customers
Work at as many as possible of the customers five senses
Ride on emotions to build brand loyalty.
Creating Differentiated Experiences at Touch Points
Buyer Utility Touch Points
Marketing communications touch points
Instore/Face-to-face touch points
Online touch points
Contact center touch points
Post-purchase touch points
Ecosystem of goodwill
Customer perception and loyalty.
Voice of the Customer (VOC)
Types, frequency and measures of customer surveys
Quantitative and qualitative surveys
Business Intelligence - make sense out of data
Insights from VOC to formulate CEM actionable strategy
Applications and challenges of predictive analytics
Important clues into upselling, switching, revenue potentials.