THINK & SELL – UNDERSTANDING THE CUSTOMER EXPERIENCE

Understanding the customer experience has become a popular concept in today’s world of marketing. In THINK & SELL, we look at an article that appeared in the Harvard Business Review in February 2007, by Christopher Meyer and Andre Schwager and entitled: ” Understanding Customer Experience” . Christopher Meyer is chairman of the Serbia Consumer Email List Strategic Alignment Group , a consultancy firm. Andre Schwager is one of the founders of Satmetrix Systems, a California-based customer experience company. This article is quite old, but it is one of those who popularized this notion of customer experience.

Indeed they distinguish from the concept of customer relationship. It is interesting to read what he delivers on the customer experience before the digital revolution. This revolution that we have known in recent years, and which is still ongoing, and therefore to see how this is reflected today. In this article, the authors focus on the notion of customer experience, as opposed to that of customer relationship. We will therefore speak of: CEM ( Customer Experience Management ) or GEC (Customer Experience Management) and CRM ( Customer Relationship Management ) or GRC (Customer Relationship Management).

Definition of customer experience So we start with a definition of the customer experience

The customer experience encompasses all aspects of a company’s offering, the quality of customer support, but also advertising, packaging, product and service features, ease of use and reliability. The advent of IT tools has made it possible, for each step of the customer journey, to easily obtain data that can be analyzed on the customer experience. However, obtaining data is not knowing what to do with it. For example, a Bain & Company study of 362 companies and their customers found that 8% of customers rated their experience “superior”, while 80% of companies felt they provided a superior experience! The secret to customer experience data, the authors say, is that it comes from the customers themselves.

And this type of data is obtained by setting up a closed process. These processes during which each function of the company is concerned with the quality of the customer experience it delivers. The aim of the article is therefore to describe how to set up this process and the three associated types of customer monitoring: past behavior, present behaviors and potential behaviors. First of all, data is always collected at points of contact. The succession of these touchpoints is often referred to as the “customer journey.” According to Christopher Meyer and Andre Schwager, an effective customer journey makes any purchasing act easy and enjoyable, from routine buying to multi-million dollar deals.

The design of a journey is, therefore, a key step for the overall customer experience

However, the customer experience is often ignored in favor of the customer relationship, considered more efficient. This is for three reasons that we are going to decipher for you. 1. CRMs are too expensive … Business executives often find GRC / CRM software expensive and may not see the difference between the two types of data. understand-customer-experienceSource: HBR. [/ caption] 2. Lack of understanding of client’s needs According to the authors, many executives come from finance, engineering, or other industries where customer contact is non-existent.

They are therefore less inclined to make their strategic choices based on the customer experience than managers from positions with a lot of customer contact. 3. The fear of revelations The third reason given by the authors is simple: fear. It would be easy to say that ultimate attention is paid to the customer, as long as there is no data to prove otherwise. Once the metrics are in place and data abounds, it’s hard to ignore the problem. So how do you create the most perfect customer experience? According to Christopher Meyer and Andre Schwager, it’s important that every part of the company feels involved.

Leave a Reply

Your email address will not be published.