CRM systems are great for storing and managing customer-related information. However, CRM systems fail to tailor communication, and, subsequently, the experience that customers have with companies, catering predominantly to organizational, internal needs.
Customer experience implies a holistic approach and this includes all the times a customer is in touch with the company or brand (that is, via the web and advertising, considering a factors such as reputation, packaging, location, delivery speed, ease of use, reliability, and so on); this is appropriate customer care.
Every client's experience with an organization provokes an emotional response. This could be a pleasant experience if they encounter good things when interacting with a business or they could have a bad experience. The experience of a transaction with an organization, that is, how well a client is treated, remains with the buyer, and affects their future decisions.
If you do not provide a personal touch and do not behave toward the client as an individual, then you are showing that you do not acknowledge their needs in an appropriate manner, and so you do not really care about them.
A CX system defines customer loyalty as the emotional connection that clients have with the organization. Customer engagement describes the health of the relationship between the buyer and the brand. It defines it as how well an organization delivers what it has promised through its brand, to what extent it has a fair relationship with its customers, and how well it deals with complaints and objections.
As part of the complaint process, a company must first develop an understanding that, a client who has had a good experience becomes an organization's or brand's promoter, and transmits that information through word of mouth, thus becoming an ambassador for the brand. Have you thought about rewarding those who complain? We are asking the question, how do you provide a good service?
Each time a customer complains, the damage to the customer is twofold—the economic cost of making the complaint and the emotional damage. Companies that do not recognize the emotional damage caused by customer complaints fail to enable their employees to recognize it too, risking the most important thing, and that is loyalty:
CX is not about data management, it is not about internal systems; its main goal is to make the experience simple and transparent for the customer.
The objectives of the technology are as follows:
- To create a single, integrated, engaging, and highly personalized customer experience
- To create omnichannel communication, seamlessly integrated into one screen
- To create a unified platform that provides social, predictive analytics, and enables integration with other systems
CX technology enables businesses to tailor customer experiences and use data in the best time and way to create the best possible customer experience, essentially allowing companies to think in an outside-in manner.
For the successful introduction of a CX system, a vision is needed that will encompass the entire business, and must start at the highest organizational level. A customer-centric philosophy takes into account the financial objectives and business strategy of the company, and upgrades the marketing strategy. It determines how the company builds profitable relationships with clients and gains their trust.
The introduction of CX technology is not enough by itself; it is necessary to change the culture, organizational structure, and priorities of the company.
This, in a nutshell, describes a company with a customer-centric philosophy.
The features of outside-in thinking include the following:
- Understanding customer needs and objectives
- Listening to your customers and taking note of what they need and suggest
- Always thinking about how your decisions impact your customers
- Making the experience easier and more transparent for your customers
- Using the customer-journey technique to map exercises frequently
- Closing the loop using customer feedback
CX suite is not a monolithic system like CRM systems are, which, in itself, is a substantial benefit. CX enables businesses to tailor the system to their needs, to quickly change systems, and to adopt a new strategy when needed, all while offering a great customer experience.
Data integration between systems is seamless and data is kept in an appropriate system. It has much easier implementation; since you do not have to implement a large monolithic system, and there is no need for the big bang approach.