Page 14 - AeM_Dec_2018

BEST PRACTICES & STRATEGIES

Successful CX Management – step by step

The Customer Experience (CX) Management - in other customer experience:
words, the measurement and control of customer
experiences - becomes a decisive factor in a company's 1. Develop an objective: In a customer relationship
success in times of increasingly competitive market model, the target groups and their most important
conditions. Traditional measurement methods for networking patterns with the company are analyzed. A
customer loyalty and customer behavior, such as the Net customer value promise describes the added value
Promoter Score or the conversion model, fall far short that the company promises its customers, creating a
simply because they neither do all the relevant conceptional objective the measuring methods can
touchpoints nor sufficiently consider the customer's then use for orientation.
perspective and expectations. That’s why the IT service
provider adesso recommends a more comprehensive 2. Taking the customer's perspective: In field
approach that takes into account the following studies, customers are guided through the customer
parameters: journey, so that companies can take the perspective
of customers and develop an understanding of their
• Expectations: What are the reasons, attitudes and questions, motives and expectations. In the form of
questions of the customer to get in touch with the stories, the experiences are then recorded at the
company? contact points.
• Touchpoints: What points of contact does the 3. Focus on essentials: Together with customer
customer have with the company? representatives, all contact points along the customer
journey are identified and evaluated. For this purpose,
• Experiences: What positive or negative experiences customer rank on a scale from zero to ten how
does the customer have at the point of contact? important a point of contact is to them, whether they
would buy again at this point of contact, and whether
• Relevance: What significance does a point of contact they would recommend it to others. Thus, it can be
have in the respective situation?
ruled out that the company invests in services that are
• Engagement potential: Would the customer buy irrelevant to the customer.
again from the company and recommend offers?
4. Structure experiences: The experiences recorded
• Ownership: Are the contact points controlled by the in the stories are broken down for the individual
company itself or by third parties? contact points on a multi-level scale from

In a six-step process, these parameters can then be
measured, and their results used to optimize the

14 December 2018 - Customer Experience & Customer Journey