Customer experience management (CEM) is a strategic process that manages a customer's entire experience with a company across all touchpoints. CEM focuses on consistently meeting both functional and emotional customer needs and expectations. While related concepts like customer relationship management and customer satisfaction are important, CEM takes a more holistic view. Implementing CEM can help companies differentiate their offerings, improve reputation, reduce costs, drive employee satisfaction, and increase customer retention and acquisition rates. However, many companies only make superficial changes and fail to fully implement CEM. Successful CEM requires identifying key experience drivers, considering the customer experience in all decisions, and coordinating efforts across departments.
A detailed investigation to validate the popular marketing concept of custome...Charm Rammandala
Understanding customers expectation is one of the fundamental factor’s to retain in the business, whether the business is a service provider or a manufacturer. Simply because if a business fails to understand the customer needs and satisfy the expectations, its running the risk of losing customers instead of gaining. Unsatisfied customer is a liability for any business as it will bring numerous negative outcomes. Apart from losing the business of affected customers, the bad reviews, blog posts and word of mouth will put off many more potential customers.
The notion of customer is always right is a century old concept and it’s becoming more relevant to the current market conditions than ever.
The purpose of this essay is to take an in-depth look in to the concept of customer is always right and evaluate how relevant said concept to the modern market conditions
50 Facts That Will Make Businesses Rethink their Customer ServiceDesk
Take a look at these cold, hard facts that might persuade you to rethink how you run your organization's customer service.
Curious about Desk.com? Download this free kit to get started: http://bit.ly/FreeCustomerServiceKit
A detailed investigation to validate the popular marketing concept of custome...Charm Rammandala
Understanding customers expectation is one of the fundamental factor’s to retain in the business, whether the business is a service provider or a manufacturer. Simply because if a business fails to understand the customer needs and satisfy the expectations, its running the risk of losing customers instead of gaining. Unsatisfied customer is a liability for any business as it will bring numerous negative outcomes. Apart from losing the business of affected customers, the bad reviews, blog posts and word of mouth will put off many more potential customers.
The notion of customer is always right is a century old concept and it’s becoming more relevant to the current market conditions than ever.
The purpose of this essay is to take an in-depth look in to the concept of customer is always right and evaluate how relevant said concept to the modern market conditions
50 Facts That Will Make Businesses Rethink their Customer ServiceDesk
Take a look at these cold, hard facts that might persuade you to rethink how you run your organization's customer service.
Curious about Desk.com? Download this free kit to get started: http://bit.ly/FreeCustomerServiceKit
Net Promoter is an increasingly popular method of measuring loyalty. This article describes the approach and why a single measure is not enough to improve business performance.
White paper - Customer Experience TransformationPablo Junco
This white paper highlights the business value of customer experience as a differentiator and explores three critical enablers to guide organizations embarking on the transformation journey.
Good performance alone cannot crack the complex code that governs the strength of your customer relationships and the sustainability of your business. As competition intensifies, it is essential to get smarter about the experiences that matter, and deliver return on the bottom line.
Good performance alone cannot crack the complex code that governs the strength of your customer relationships and the sustainability of your business. As competition intensifies, it is essential to get smarter about the experiences that matter, and deliver return on the bottom line.
What is customer experience and why is shaping brands of today? How can you transform your business' customer experience strategy? Learn best practices for attracting new customers and encouraging customer loyalty.
2013 - CSC Customer Intimacy Barometer - Convergence between on and off-line ...CSC
2013 Customer Intimacy Barometer (CSC) - 100+ interviews throughtout Europe - Convergence in Customer Intimacy at the crossroads of online and offline - CSC vision of current evolutions (cross-Verticals)
Customer Satisfaction VS. Customer RetentionAhmad Heshmat
it explains the difference between retention and satisfaction, and typed of loyal customers, and also discuss reasons behind churn, specially for telecom industry. (if you want to download,it is open now :)
The Future of Customer Service: From Personal, to Self, to Crowd ServiceSteven Van Belleghem
The corporate world is at full stretch. On the one hand companies must meet ever-growing expectations with regard to customer experience, while on the other hand there’s a need for economic efficiency. The ultimate challenge for the customer service of the future consists in offering improved customer service at a lower cost.
In the years to come, every company will question its customer processes. Any sensible company will strive to create the ideal combination between efficiency and the perfect customer experience. Players who are only active online, such as Amazon.com and Booking.com, boast a highly efficient customer process. Even though their customers rarely come into contact with actual people they still provide a very satisfactory customer experience. Traditional companies have a history of a personal service burdened with a heavy cost structure.
To avoid overstretching, traditional companies must invest in digitization and in forging a personal (emotional) connection with the customer. Technology is opening up new possibilities in this regard but customers also like personal contact. This combination is shaping the future of customer service: a shift to self-service while still keeping things personal. Also, the service package is expanded by involving the customers themselves in the process. The customer-helps-customer philosophy (crowd service) enables companies to be more efficient and improve their service without losing sight of the human aspect. Fifty-five percent of consumers like the idea of other consumers helping them and 58% are prepared to help others . The customer is ready for crowd service.
This paper was written based on my own research (in collaboration with SSI and translation partner No problem!), desk research and discussions with companies. This paper takes a closer look at new trends and evolutions in the field of customer service.
Customer experience improvement can—and does— drive bottom-line results. So how can we prove that making customers happier can make you and your shareholders happier too?
What is the Difference Between Customer Experience and Customer Service?
Customer service is the direct one-to-one support that you offer to customers before, during, and after they purchase a product or service, and represents one small part of the full customer journey.
By contrast, customer experience encompasses all the interactions that they have with your brand.
Net Promoter is an increasingly popular method of measuring loyalty. This article describes the approach and why a single measure is not enough to improve business performance.
White paper - Customer Experience TransformationPablo Junco
This white paper highlights the business value of customer experience as a differentiator and explores three critical enablers to guide organizations embarking on the transformation journey.
Good performance alone cannot crack the complex code that governs the strength of your customer relationships and the sustainability of your business. As competition intensifies, it is essential to get smarter about the experiences that matter, and deliver return on the bottom line.
Good performance alone cannot crack the complex code that governs the strength of your customer relationships and the sustainability of your business. As competition intensifies, it is essential to get smarter about the experiences that matter, and deliver return on the bottom line.
What is customer experience and why is shaping brands of today? How can you transform your business' customer experience strategy? Learn best practices for attracting new customers and encouraging customer loyalty.
2013 - CSC Customer Intimacy Barometer - Convergence between on and off-line ...CSC
2013 Customer Intimacy Barometer (CSC) - 100+ interviews throughtout Europe - Convergence in Customer Intimacy at the crossroads of online and offline - CSC vision of current evolutions (cross-Verticals)
Customer Satisfaction VS. Customer RetentionAhmad Heshmat
it explains the difference between retention and satisfaction, and typed of loyal customers, and also discuss reasons behind churn, specially for telecom industry. (if you want to download,it is open now :)
The Future of Customer Service: From Personal, to Self, to Crowd ServiceSteven Van Belleghem
The corporate world is at full stretch. On the one hand companies must meet ever-growing expectations with regard to customer experience, while on the other hand there’s a need for economic efficiency. The ultimate challenge for the customer service of the future consists in offering improved customer service at a lower cost.
In the years to come, every company will question its customer processes. Any sensible company will strive to create the ideal combination between efficiency and the perfect customer experience. Players who are only active online, such as Amazon.com and Booking.com, boast a highly efficient customer process. Even though their customers rarely come into contact with actual people they still provide a very satisfactory customer experience. Traditional companies have a history of a personal service burdened with a heavy cost structure.
To avoid overstretching, traditional companies must invest in digitization and in forging a personal (emotional) connection with the customer. Technology is opening up new possibilities in this regard but customers also like personal contact. This combination is shaping the future of customer service: a shift to self-service while still keeping things personal. Also, the service package is expanded by involving the customers themselves in the process. The customer-helps-customer philosophy (crowd service) enables companies to be more efficient and improve their service without losing sight of the human aspect. Fifty-five percent of consumers like the idea of other consumers helping them and 58% are prepared to help others . The customer is ready for crowd service.
This paper was written based on my own research (in collaboration with SSI and translation partner No problem!), desk research and discussions with companies. This paper takes a closer look at new trends and evolutions in the field of customer service.
Customer experience improvement can—and does— drive bottom-line results. So how can we prove that making customers happier can make you and your shareholders happier too?
What is the Difference Between Customer Experience and Customer Service?
Customer service is the direct one-to-one support that you offer to customers before, during, and after they purchase a product or service, and represents one small part of the full customer journey.
By contrast, customer experience encompasses all the interactions that they have with your brand.
19 Customer Experience Statistics for 2019iperceptions
This infographic looks at 19 CX stats every CX professional should know in 2019, and how much great or bad Customer Experience can impact your bottom line.
How To Transform Digital Customer Experiences For The Connected CustomerBrian Solis
The gap between the traditional customer and digital customer is only widening. The technology required to deliver an effortless omnichannel customer experience (CX) is very different than the setup required for traditional customer engagement. How you invest in digital transformation and CX can be the difference between a compelling competitive advantage and market irrelevance. Leading digital analyst, author and keynote speaker Brian Solis partnered with Genesys to develop a guide to help businesses identify critical gaps and close the loop in digital transformation. The ebook covers...
Top challenges facing digital transformation
Digital Customer Experience Transformation Checklist
Digital CX strategies industry leaders are adopting to deliver delightful and intuitive CX
Customer Experience -- Type of measurement system sNileshJajoo2
NPS , CES , CLV , CSAT ,Churn , Repeat/Reopen , Churn Rate
2) Customer Experience v/s Customer Satisfaction?
3) Drivers for Customer Experience
4) Case Study ( Customer Experience Training for TfL)
5) What customer value most in their customer experience?
6) Customer Experience Value Tree
7) Improve Customer Experience for e-Commerce --
Delight your customer , Surprise your Shoppers , Build a community , Up your social media game , Follow an Impactful strategy , Deliver an Omni Channel Customer Experience , Personalize Customer Experience
8) Process Drivers for Continuous Service Improvement
9) Customer Experience Vision
Customer Loyalty
Customer Experience
What Is Net Promoter System?
Customer Satisfaction Score (CSAT)
Customer Effort Score (CES)
CSAT v/s CES v/s NPS
Customer Lifetime Value (CLV)
How Do You Measure CLV?
Customer revenue minus the costs of acquiring and serving the customer = CLV
Customer Churn Rate
First Contact Resolution (FCR)
Customer Service v/s Customer Experience
Drivers for Customer Experience
Hello London: Customer Experience Training for TfL
What customer value most in their customer experience:-
Prices and Quality remain top of mind for customers as they make purchasing choices. But when customer think about their interactions, positive experience influences purchasing decision in almost every industry. Ecommerce (78%) , HealthCare (82%) , Banking (75%) , Restaurants & Food (76%) , and Telecom (63%)
Delight your customers:-
Surprise your Shoppers :-
Build a community :-
Up your social media game :-
Follow an Impactful strategy :-
Deliver an Omi channel Customer Experience :-
Personalize Customer Experience :-
Common Service Language
Engaging Service Vision
Service Staff Recruitment
New staff orientation
Service Communications
Service Reorganizations & Rewards
Voice of Customer
Service Measure and Metric
Service Improvement Process
Service recovery & Guarantee
Service Benchmarking
Service Role Modeling
Continuous Service Improvement
Continuous Service Improvement
What Is Net Promoter System?
NPS stands for Net Promoter Score. An easy way to define NPS is to think of it as a growth indicator. After all, it’s a customer satisfaction metric that helps you find out:
• How satisfied consumers are with your products/services;
• How loyal they are to your brand;
• How likely customers are to recommend your company to others
At the same time, you can also use this metric to predict your customer churn rate, and find out which clients
require an extra boost to become loyal.
CES stands for Customer Effort Score. A good CES definition outlines it as a metric that’s used to measure customer satisfaction levels by focusing on the efforts customers make to interact with your business’ services and products.
The idea is for the survey to help you find out if customers have a hard time performing certain actions when interacting with your brand, and take the necessary actions acc
Best-in-class companies build customer loyalty by creating a customer-centric culture and by consistently exceeding customer expectations. They understand that customer loyalty is not just about offering competitive prices and products; it's also about building relationships with customers and making them feel valued.
Stop Trying to Delight Your Customers.pdfIQbal KHan
The notion that companies must go above and beyond in their customer service activities is so entrenched that managers rarely examine it. But a study of more than 75,000 people interacting with contact-center representatives or using self-service channels found that over-the-top efforts make little difference: All customers really want is a simple, quick solution to their problem.
The Corporate Executive Board’s Dixon and colleagues describe five loyalty-building tactics that every company should adopt: Reduce the need for repeat calls by anticipating and dealing with related downstream issues; arm reps to address the emotional side of customer interactions; minimize the need for customers to switch service channels; elicit and use feedback from disgruntled or struggling customers; and focus on problem solving, not speed.
The authors also introduce the Customer Effort Score and show that it is a better predictor of loyalty than customer satisfaction measures or the Net Promoter Score. And they make available to readers a related diagnostic tool, the Customer Effort Audit. They conclude that we are reaching a tipping point that may presage the end of the telephone as the main channel for service interactions—and that managers therefore have an opportunity to rebuild their service organizations and put reducing customer effort firmly at the core, where it belongs
Customer Relationship: Can you keep up ?Etienne Denis
With shrinking markets and changing consumer behavior fuelled by digital technology, CR has become a crucial differentiator and growth lever. That is a big change in status from something that has long been seen as a necessary evil or add on. Based on 50 interviews with CR executives in five European countries, this study provides an insightful examination of the issues affecting CR. It also gives a practical view of the strategic, organizational and people challenges raised.
Customer relationship management (CRM) is a technology for managing all your company’s relationships and interactions with customers and potential customers. The goal is simple: Improve business relationships. A CRM system helps companies stay connected to customers, streamline processes, and improve profitability.
When people talk about CRM, they are usually referring to a CRM system, a tool that helps with contact management, sales management, productivity, and more.
A CRM solution helps you focus on your organization’s relationships with individual people — including customers, service users, colleagues, or suppliers — throughout your lifecycle with them, including finding new customers, winning their business, and providing support and additional services throughout the relationship.
Improving the selectivity of surface EMG recordings of facial muscles: effect...Onno Romijn
Facial behavior may provide a measure of the mental state of an individual. Surface EMG is an objective method that is able to reveal non-visible changes in facial muscle tone. However, cross-talk may hamper the interpretation of EMG records. The aim of this study is to reduce cross-talk between facial muscles with a minimum number of concomitant drawbacks. Two electrode parameters were examined: shape of the electrode contacts and bipolar spacing. The EMG of twenty subjects was bilaterally recorded from 8 sites while they viewed 48 pictures, which were presented in series. Although the parameters do affect the amplitude of the myoelectric signal, no consistent results were found that point to an increase in selectivity of the EMG signal as measured by the Selective Value (SV). However, it may be argued that the SV by itself is not a reliable measure for selectivity.
Does Event Related Desynchronization reveal anticipatory attention in the som...Onno Romijn
Attention that is directed at an upcoming stimulus is termed anticipatory attention. The extended thalamocortical gating model (Brunia, 1999) addresses the processes underlying anticipatory attention. According to this model, both the thalamic relay (TCR) nuclei and the reticular nucleus (RN) are involved in the selection (i.e. gating) of the relevant sensory modality. The TCR nuclei can fire in two modes. The tonic mode is associated with the transmission of afferent and subcortical input to the cortex and leads to desynchronization of 10 Hz rhythmic activity in the cortical projection area of the TCR nucleus. The burst mode is associated with a disruption in this transmission and results in the occurrence of 10 Hz rhythmic activity at the cortical projection area. This implies that event-related changes in 10 Hz activity in the scalp recorded EEG may give insight into the firing mode of the TCR nuclei and thus into the process of anticipatory attention. Event Related Desynchronization (ERD, Pfurtscheller & Aranibar, 1977) can quantify such changes. The extended thalamocortical model states that anticipatory attention is manifest as a prestimulus activation of the sensory cortex corresponding to the modality of the anticipated stimulus. Anticipatory attention to somatosensory stimuli would therefore be manifest as a 10 Hz ERD over the postcentral cortex, whereas anticipatory attention to visual stimuli would be manifest as a 10 Hz ERD over the occipital cortex. To test this hypothesis 9 subjects performed a time-estimation task. They received a Knowledge of Results (KR) stimulus 2 seconds after their manual response. ERD was recorded in the 10 Hz and 20 Hz frequency bands. An occipital ERD was present preceding visual KR stimuli, whereas no significant postcentral ERD was present prior to somatosensory KR stimuli. Nonetheless, the statistical analyses indicated that these differences between conditions were not significant. Therefore, these results do not support the extended thalamocortical gating model. It can be hypothesized that the postcentral ERD preceding somatosensory stimuli is masked by a postmovement Event Related Synchronization (ERS).
Supporting relationships with awareness systemsOnno Romijn
The paper describes the design of a novel end-to-end communication system for helping elderly people and their grandchildren keep in touch in a pleasurable, low-pace interaction. The paper focuses on the requirements gathering process that combined diaries with field testing of prototypes and interviews; thereby bringing elements of more ‘playful’ design to a well- structured requirements engineering process.
Supporting social presence through asynchronous awareness systemsOnno Romijn
This chapter discusses research conducted to understand the requirements of elderly for informal social telecommunication media that may be addressed through awareness technologies. It discusses the relation between the concept of social presence and the notion of awareness that the class of systems studied supports. Finally, we draw attention to the research method used which we feel is the most appropriate for gauging the social effects of technologies introduced to support social activities through ICT
The Customer Experience Compass brings together the key elements that influence the customer experience. This whitepaper describes the elements of the model in more detail to help assess and shape the customer experience roadmap of your organization.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
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RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
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India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
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India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...
An introduction to Customer Experience Management
1. 145-157 St John Street
London, EC1V 4P
United Kingdom
www.thinkstrait.com
An introduction to Customer Experience Management
What is CEM and what can it do for your organization?
2. An introduction to Customer Experience Management
2
What is CEM?
Customer experience management (CEM) is "the process of strategically managing a
customer's entire experience with a product or a company"1
.
Touch points
Although there are many different definitions of CEM, all place a heavy emphasis on the
concept of touch points. For instance, Colin Shaw, author of “Building Great Customer
Experiences” and “Revolutionize Your Customer Experience”, defines the Customer
Experience as “a blend of a company’s physical performance and the emotions evoked,
intuitively measured against customer expectations across all touch-points.”2
David
Jacques, founder of the consulting firm Customer Input, states that the Customer
Experience is "the quality of the experience as apprehended by a customer resulting
from direct or indirect contact with any touch point of a company. In other words, the
customer experience is the impression created on the customer as the results of contact
with a company through any touch point, whether through marketing, branding,
customer service, support, in-store experience, usage of a product, service or Web site,
etc.”3
What makes CEM different
While Customer Relationship Management and Customer Satisfaction and are often
mentioned in conjunction with Customer Experience Management, Customer
Experience Management is broader. CRM is simply an enabler for a good Customer
Experience: it is not necessary, but it can help a great deal. On the other hand,
Customer Satisfaction is absolutely necessary to create a good Customer Experience but
it is not necessarily enough.
Traditional Customer Satisfaction metrics lack the holistic view that Customer Experience
Management takes. That is, they pay little attention to the consistency across touch
points. In addition, Customer Satisfaction measures are almost always confined to
functional customer needs and tend to ignore emotional ones while it’s the emotional
aspect that is crucial in customer loyalty4
and engagement5
. This could explain why
Customer Satisfaction is such a poor predictor of future behaviour in most categories
and therefore a poor “compass” by which to plot an effective customer experience.6
1
Schmitt, B. (2003). Customer Experience Management, The Free Press, New York
2
Shaw, C. & Ivens, J. (2002). Building Great Customer Experiences, Palgrave McMillan
3
Customer Experience Optimization, 01-04-2005
4
Christensen, V. (2006) Customer experience management: Customer satisfaction vs. customer loyalty.
5
Applebaum, A. (2001).The Constant Customer. Research Paper. The Gallup Organization. Note that 8 out
of 11 questions of the Gallup Customer Engagement Questionnaire are dedicated to emotional needs
6
20:20 Customer Experience. Whitepaper. IBM Business Consulting Services.
3. An introduction to Customer Experience Management
3
Mercer Management Consulting7
as well as Bain & Co.8
found that the majority of ex-
customers had described themselves as “satisfied” or “very satisfied” in the 12 months
prior to leaving. The question is thus not whether customers are satisfied with the
organisation’s products or services, it is whether they are satisfied enough to be
retained.9
By taking a wider, more integrated view, CEM can help answer this question.
The benefits of CEM
Organizations usually turn to CEM with product and service differentiation in mind.
However, CEM can also improve your organization’s reputation and can deliver more
benefits on the side. This whitepaper briefly touches on two of them: cost reduction and
employee satisfaction.
Differentiating your product and service offering
When everything in the marketplace is equal, customers will make a decision based on
price. This puts pressure on margins and revenue growth in markets with fierce
competition. Differentiating your product and service offering can ease this pressure as
the graph below illustrates.
In short, CEM enables an organization to attract more customers, keep them longer, get
them to purchase more frequently, and increase the average ticket.
7
Kon, M. Customer Churn: stop it before it starts. Mercer Management Journal 17
8
Cuccia, N. Customer Loyalty leads to retention – the elusive prize. Pyramid.
9
Chen, F.L. Customer Satisfaction and Retention. Presentation. National Tsing Hua University Taiwan.
4. An introduction to Customer Experience Management
4
As depicted in the graph, the number of active customers is determined by the customer
acquisition rate and the retention rate. Although relying on traditional marketing
methods to acquire new customers is relatively expensive10
, it is still a popular approach.
CEM provides a more economical alternative, not only by improving the retention rate of
existing customers but also by attracting new customers firstly by offering something
unique and secondly by increasing the number of recommendations from fellow
customers). Note that recommendations are by far the most common driver for brand
switching, with typically 30-50% of service brand consumers finding their new brand in
this way. This compares with around 20% each for advertising/promotions and personal
search.11
CEM seems particularly important for service providers. That is, with a product brand,
the customer experience remains relatively constant: it is the advertising, packaging and
promotion and accompanying imagery that varies, and consumers tend to judge these
brands impressionistically. With service brands on the other hand, the customer
experience can vary dramatically from one week, indeed one minute, to the next. It is the
consistency and delight experienced in the delivery of a service that is the greatest
determinant of a brand’s appeal, and not conventional marketing imagery, and
customers tend to judge these brands experientially.12
Protecting your reputation
“Happy customers tell 5 people, dissatisfied ones tell 10”. This phrase –a favorite among
consultants- has persuaded many organizations over the last three decades to start
measuring customer satisfaction. The concept still holds but the effect can be even more
dramatic with the surge of opportunities to share experiences on the web. This knife cuts
both ways since positive as well as negative experiences can get a lot of exposure.
CEM can help minimize the number of poor experiences and thereby control the
damage to an organization’s reputation. It can also put a positive spotlight on the
organization, helping it to acquire new customers as mentioned previously. Most
companies are only just waking up to the potential of deliberately delighting customers
to get them to share their experience via social media.
10
The cost of acquisition is 5 times the cost of retaining an existing customer (Barsky, 1994 and Reicheld &
Sasser, 1990)
11
Why customer to customer relationships are the way forward – March/April 2003 Customer Management
12
Williams, D. Chapter 1: Delivering a Distinct Customer Experience. QCI Whitepaper
5. An introduction to Customer Experience Management
5
Reducing costs
Although cost reduction is not something that jumps to mind when thinking of delivering
a great customer experience, reducing costs and improving the customer experience are
far from mutually exclusive. Just think of the positive impact of reducing the number of
complaints and claims on both costs and the customer experience. According to
Business Week13
, smart companies – they mention Southwest Airlines and Costco as two
examples - know this and act accordingly. This is where CEM can leverage toolkits like
Six Sigma to drive down defects that negatively impact customers and costs.
Driving employee satisfaction
Great Service brands know that people are key to delivering the experience14
.
This doesn’t only manifest itself in the credos of high profile CEOs15
but also in studies
that show that employee satisfaction drives customer satisfaction, leading to the Service
Profit Chain16
(below).
What has received far less attention is the reciprocal effect: delivering a good customer
experience can improve employee satisfaction.
13
Brian Hindo (2006). Satisfaction Not Guaranteed. BusinessWeek Magazine, June 18.
14
Williams, D. Chapter 1: Delivering a Distinct Customer Experience. QCI
15
Sir Terry Leahy, CEO Tesco: “In a service business like ours, you can only look after your customers by
looking after your staff”. Sir Richard Branson, CEO Virgin Group: “I worry about employees first, customers
second and shareholders third. State of the Nation iV: 2005 (QCI)
16
Heskett, James L., Jones, Thomas O., Loveman, Gary W., Sasser, W. Earl, and Schelsinger, Leonard A.
"Putting the Service Profit Chain to Work", Harvard Business Review, (March–April 1994) 164-174
6. An introduction to Customer Experience Management
6
When things go wrong for customers, first line
employees can get an earful. Apart from the
immediate discomfort this creates it can also lead to
frustration when it happens often enough. On the
flipside, an employee in an organization that delivers
an excellent customer experience is more likely to get
positive signals from customers, feel proud, and take
partial ownership for the good performance. All can
drive employee satisfaction.
The opportunity
There is good news and bad news regarding the opportunities to differentiate by
improving the Customer Experience. Starting with the bad news, many firms have also
caught on to the potential of CEM. The good news is that most of them haven’t cracked
it yet. Research by Bain & Company17
reveals that 80 percent of companies believe that
they deliver a superior customer experience, but that only 8 percent of their customers
agree.
One of the reasons behind the discrepancy in these numbers is that few companies
move beyond the point of talking about it. Companies that do take action usually just
tweak the front-end of the business, and even then only as an afterthought when all
other important decisions have already been made. As one of our clients said, his
company’s approach to customer experience management made him think of “sprinkling
sugar over brussels sprouts”.
Companies that do get it right share a number of characteristics. If you are planning to
deploy CEM in your organization then you could do worse than remembering these four:
1. Identify what factors shape the customer experience and track the key drivers
2. Weigh the possible impact on the customer experience into every strategic
decision
3. Don’t ignore any departments: non-customer facing roles and back-office
processes also impact the customer experience
4. If silos within the organization stand in the way of a consistent customer
experience appoint a senior cross-silo central coordinator.
Good luck!
17
Allen, J., Reicheld, F. & Hamilton, B. (2005) The three “Ds” of Customer Experience. Harvard Business
School Working Knowledge 11-7-2005