PPT on Customer Experience Management

1. EXPERIENTIAL RELATIONSHIP FRAMEWORK
-Ramesh.K
Subbiah
Bhuvaneshwari
Ranjith
Soundarya

2. “ Get Closer than ever to
your customer
So Close,in fact, that you tell them what they
need well before they realize it themselves.
-Steve Jobs
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3. Case Study
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4. Case Study: IKEA – Floor Plan
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5. The Gruen Effect
● IKEA’s store layout is a “fixed path” design — there’s a designated road that you
must follow, and it guides you through the store in one direction. In most stores,
customers only see about 33% of the merchandise on offer. But IKEA’s fixed path
approach means you stay in the store longer, and you get exposed to most of the
brand’s products.
● Customers are overexposed to light, sound, color, texture, and even smell in the
store. And when they’ve had enough, they’ve only made it halfway through the
store. Once the Gruen Effect takes hold, customers throw things in the cart they
never intended to buy but look attractive at the moment.
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“20% of our buying decisions are based on logic and needs. 80%… are actually based on emotions.”

6. Case Study – IKEA Place AR-kit
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7. Bulla Bulla Merchandising
IKEA uses a merchandising technique called “bulla bulla” to drive attention and sales.
In bulla bulla, lots of items are jumbled and stacked in large bins to create the
impression that there are lots of items available. Often these items are intended to be
impulse buys and are replaced often to grab customers’ attention.
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How does bulla bulla drive the Gruen Effect?
Because when people discover something unexpected
or new, our brains release dopamine — the same
chemical associated with falling in love. That means
when you see a bulla bulla of new, cute, cheap plush
toys your brain makes you happy.

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CRM and CEM(CXM)

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CRM is a model for managing a company’s interactions with current and future
customers.
CEM is sum of all experience a customer has with the company over the duration of the
Customer-Supplier relationship.
It differs with the Perspective.

10. Customer Experience
Management
Customer Relationship
Management
What Captures and distributes what a
customer thinks
Captures and distributes
what a company knows
about the customer
When At points of Customer
interaction “Touch Points”
After there is a record of
customer interactions
How Monitored Survey, Targeted studies, "Voice
of customer” Research
Point-of-Sale data, Website
click through
Who uses the
Information
Business or Functional Leaders,
in order to create fulfillable
expectations.
Customer facing groups
such as Sales, Marketing in
order to better projections.

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PROFIT
WORD OF MOUTH EFFICIENCY
CUSTOMER EXPERIENCE AUTOMATION
TECHNOLOGY

12. Customer Experience
Management
Forces
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Gartner defines customer experience management (CEM) as “the practice of
designing and reacting to customer interactions to meet or exceed customer
expectations and, thus, increase customer satisfaction, loyalty and advocacy.”
A successful customer experience strategy should take into account a number
of important
factors, including, but not limited to:
• Competitive insight
• Consumer research
• Marketplace data
• Mission & vision

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Customer
Experience
Market
Maturity
Economic
Trends
Customer
Behavior
and
Preference
New
Technology
Forces Driving
Customer
Experience strategy
Customer Experience
Management (CEM) is a concept
that describes how a company
takes control of how it interacts
with its customers.

15. Customer Experience
Behavior and Psychology
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16. “What actually makes or breaks a relationship with the
customer depends upon the behavioural aspects.””
• While it is important to understand the needs of the customer, it is also
important to understand customer service psychology.
• According to the Accenture report, 48% of customers expect specialized
treatment for being a loyal customer.

17. ELEMENTS OF PSYCHOLOGICAL AND BEHAVIOURAL
ASPECTS
Emotional intelligence is the ability to identify and manage your own
emotions and the emotions of others.
Brand loyalty is simply when customers become committed to one
brand over its competition and make consistent repeat purchases over
time.
• Customers move for the branded products as it provides trust
worthiness, reliability, high quality.
• The more effective is the branding strategy of the business and
execution, the more customers buy the product

18. PROACTIVE CUSTOMER SERVICES
● It reduces frustrations of the customers.
● Real time assistance is the top priority in customer service
● Live chat software bridges the gap and boosts customer satisfaction with
proactive support.
● Providing chat box services provides immediate response, personalized
messages.
CHAT BOT SUPPORT
• Customer’s criteria are different for different businesses.
• Automating the chat bots with the required and real time solution can
engage the customers satisfactory.
• Support through 24*7, personalised messages, immediate response feel
them engaged through the product

19. • Customers choose to engage with businesses across various channels (
web, social media).
• Creating consistency among every channel improves the customer
experience as well as the brand image.
• The businesses that follow omni channel strategy retain an average of
89% of customers compared with 33% for those with weak omni channel
strategies
OMNICHANNEL STRATEGY
POSITIVE COMMUNICATION
• Always make your customers feel comfortable, valued, and appreciated.
• Always listen to what they say without interrupting them in between.
• Make the conversations one-on-one basis, that will give a special feeling to
the customer.
• Send personalized greetings to set a personal tone to your conversation.

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Customer Experience
Management
Future

21. Customer engagement is evolving at a blistering pace, as are
customer expectations. The technology we use today to manage
customer experience feels light years ahead of where we were ten
years ago.

22. THE FUTURE OF CRM IS OMNICHANNEL

23. TECHNOLOGY IMPLEMENTATION IN CRM

24. EVOLUTION OF CRM

25. HISTORY
I. 1950 - 1970 : MAINFRAME SOLUTIONS EMERGE
II. 1980: DATABASE MARKETING
III. 1990: CRM LEAD TO ERP
IV. 2000 : CRM GAIN SUPERSPEED
V. PRESENT DAY AND FUTURE : CRM MOVING FORWARD
STEPS INVOLVED IN CRM

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Thanks!