Software for Customer Experience Management

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  • 0:03 Live Chat for a Solution
  • 0:39 Benefits of CEM
  • 2:05 The Need for CEM Software
  • 4:30 CEM Software Programs
  • 6:19 Lesson Summary
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Lesson Transcript
Instructor: Mowgly Schwarzwildhirsch
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? Fortunately for Lanie, she 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 (CEM) software implemented by her favorite retailer.

Benefits of CEM

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, CEM software 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 also includes customer service features. A dedicated mobile application can 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.

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