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Software for Customer Experience Management

Instructor: Beth Hendricks

Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.

The customer experience impacts whether you retain or lose a person's future business. In this lesson, you'll learn more about customer experience management and software tools to make the job easier.

Live Chat for a Solution

Lanie is thinking about purchasing a new pair of jeans from her favorite online retailer. But she's not sure how the pants are sized. Does she need her regular size or a size smaller or a size larger? Lanie is able to click the site's live chat feature and get an answer to her question in a matter of minutes. She completes her purchase and is thrilled with the jeans when they arrive.

Lanie's experience with the live chat feature is a form of customer experience management software (CEM), implemented by her favorite retailer.

CEM can be mobile.
chat, support, customer service

What's the Buzz over Customer Experience Management?

Customer Experience Management, sometimes abbreviated CEM or CX, is the way that a company controls interactions between its brand and its customers. This may involve a variety of processes to track, oversee, and organize interactions. Customer experience management can be done through traditional channels such as an 800 number, a website, or email, as well as through live chat and social media outlets. The goal? Creating positive interactions that build and improve on customer loyalty.

While customer experience management is a business process, it is built with the customer's journey in mind. CEM allows you to capture feedback to understand a customer's experience and then use that data internally to improve all points along the consumer life cycle.

Consider these benefits of CEM:

  • Strengthening a customer's preference of your brand over the competitors
  • Creating personalized messaging that is relevant to your customers
  • Boosting revenue from existing customers and new customers
  • Enhancing consumer loyalty and satisfaction
  • Building advocates for your brand
  • Understanding your customers on a deeper level
  • Providing insight internally about what's working and what isn't
  • Enabling a consistent measurement of business performance

The Need for CEM Software

Businesses sometimes have a hard time figuring out the factors that influence a customer's experience and how those factors translate to their business processes. That's where CEM software comes in. CEM software provides a wealth of tools for businesses, including managing an interaction before and after a sale. This can be done through a direct channel such as a conversation with your customer service department, or an indirect one when a customer is reading another person's review of your business on social media. As a business, it allows you to capture data and analyze it to better integrate the findings into creating a more pleasurable customer experience.

Here are a few types of CEM software your business might find useful:

1. Mobile support: The truth is, most of your customers are mobile, so why aren't you? Use responsive design, that is, a website that is designed to be responsive to viewing on a mobile device, to improve customer experience. This includes customer service features. A dedicated mobile application can also help customers have a more enjoyable experience.

2. Website live chat: Being able to log on to a website and chat immediately with a customer service representative in real-time earns high marks from consumers looking for a quick answer or solution to their problem. On the business's side, it can also include customer data such as the text of prior chat sessions or purchase history.

3. Self-service resources: How many times have you scoured a website for answers to your questions? Many websites now incorporate a knowledge base of frequently asked questions (FAQ) in anticipation of addressing customer concerns.

4. Social media monitoring: Today, many consumers turn to social media to voice their satisfaction or dissatisfaction with a brand, or even to seek help for an issue. Monitoring social media to address concerns and questions can help ensure customers are not overlooked or that issues between the public and your business are nipped in the bud.

5. Multichannel support: Giving your customers multiple ways to engage with your business can help ensure their needs are being addressed, whether it's through phone, email, live chat, social media or your website.

Software Examples

There are any number of CEM software programs that may work for your business and the objectives you've set. Let's take a look at a few popular options.

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