The document discusses four ways to improve customer experience performance: 1) Define the issues you solve for customers better than others, 2) Pay extra attention to what should happen for customers when their needs are solved, 3) Focus on and identify critical moments in the customer experience, and 4) Spend more time on what needs to be stopped than what needs to be created. Measuring customer satisfaction scores can help identify how customers respond once problems are solved. It is important to eliminate aspects of the customer experience that customers do not value in order to free up resources.

1. Customer Experience
Management
and
4 Ways To Improve
Performance Through
CX
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Presently, customer experience has become one of the hot topics, both
in B2B and B2C industry. And with this a vast array of resources has
also become available to help organizations to understand and improve
their CX.
“According to the Gartner report , 89% of companies will be competing mostly on
the basis of CX by 2017, versus 36% four years back. In the same report, it has
also been noted that 86% of buyers will pay more for feeling a better level of
customer experience, whereby only 1% of customers presently feel satisfied with
their vendors, who has consistently been able to meet-up with their
expectations.”
So, you are not alone if you have been wondering whether your
customer experience efforts are in the right direction.
Customer Experience Management
And
4 Ways To Improve Performance Through CX

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What makes you unique?
How do you earn consideration from your prospective customers?
How do you demonstrate why you’re the best option for them?
How do you protect your customers as they buy?
How are the voices of your customers, advocates and detractors
present in your decision making?
How do you deliver on your promises?
How do you anticipate your customer’s next need?
Here are some simple questions that you can ask yourself to gauge
whether the work in your organization is on target to meet up with the
needed customer experience for your organizational growth:
1. Can your internal team answer a few basic
questions about customer experience
management like
2. Do you have the required metrics in place
that can help you to measure the value of
your experience for a customer?

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If you are not happy with the answers to the above stated questions,
consider these 4 following things you can do, to ensure your customer
experience management efforts are in the right direction, and will yield
results that pays off.
3. Are the majority of your CX efforts focused on
addressing the customer’s pain points?
Be extremely clear on the facts as to what problem you solve for which
customers. Always remember understanding the pain points of your
customers is of more importance than what you sell. This type of thinking
also helps to stop you from being marginalized by upcoming new
technologies and new market entrants. Since, as businesses evolve and
technologies change, if you stay focused on the emotional and tangible
needs of your customers, you will gradually understand which problems
you solve better than anyone else in your businesses.
Focusing your efforts and attention in finding out what will happen to
your customers once you solve their needs, will make you reach a future
state which is much more compelling.
#1. Define the Issues That You Solve For Your
Customer Better Than Anyone Else
#2. Pay Extra Attention on Ideally What Should
Happen For the Customers As You Solve
Their Need

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In other words, don’t just focus on current situations and pain points, but
look beyond, which will help you in minimizing wasted efforts in the long
run. Try emailing simple and easy to read EOBs (Explanation of Benefits)
to the customers so that they can tell you how they got benefitted once
their problems and pain points disappeared. However, don’t think your
customer’s will tell you how to create an ideal customer experience, since
customers can never envision what they need and so any attempt to
make them do so can prove fruitless. Actually, a customer does not see a
need for improvement once their specific problem is solved. Who could
have described an Android phone 15 years ago? Hence, it is your job to
develop innovative and ground breaking ideas after focusing on the
EOBs.
A ‘Critical Moment’ is the point in the customer’s journey that has a
disproportionate impact on the failure or success of their journey. So, by
focusing and identifying on this moment, which matters the most, you
can always find the biggest wins with the least amount of effort.
For this, you can develop a customer experience measurement system
that will help you to measure values your customer derives and then
translate them into increasing your organization’s performance. For
example, many organizations in the recent times use customer
satisfaction scores for measuring how customers are responding once
their problem is solved.
#3. Focus and Identify the Critical Moments in
the Customer Experience

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Critical Moment analysis is best achieved by using a
single and unified CRM platform that spans through all customer
touch-points, as opposed to the numerous siloed customer relationship
and marketing software that saddles marketers with multiple fractured
Though it is harder said than done, focus your time on investigating and
eliminating things that hurt your customer experience or things your
customers do not actually value or want. Since, if you stop developing
things that your customers do not care about, you can free up resources
to fund other impactful activities that will help in improving your product
or service’s CX.
For an example, if you find that your customers are not reading your
newsletters and company reports, or have never felt the need to use
certain functionality in your system, stop creating them.
In other words, cut the unnecessary to propel your customer experience
management with something that is required and is in demand by your
customers, to reach a new level in CX.
#4. Spend More Time on What You Need To Stop
Than What Needs To Be Created

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ConvergeHub is the #1 easiest converged CRM for SMBs. It can manage
all of your sales, marketing, support, and billing needs, with a converged,
full-featured, yet extremely easy-to-use CRM that is priced within reach.
The features are optimized for small to medium sized businesses that have
the same needs as the large corportions–but don’t have massive budgets to
integrate or pay for expensive add-ons. All ConvergeHub CRM features are
built-in, work together flawlessly, and have a uniform look and
behavior. You can use ConvergeHub to automate your typical
day-to-day tasks and marketing automation processes
within a simple and intuitive interface.