Customer experience is the business term for the overall association a consumer has with the company’s brand. For example, customer experience can include emotional factors, the individual’s viewpoints and other intangibles that are often hard to analyze. As a result, customer experience management (CEM) professionals are often hired by large brands to ensure that everything from the packaging to the customer support teams provides the individual with reasons to keep spending with the business.
However, according to the Beyond Philosophy 2011 Global Customer Experience Management Survey, which was released this past September, this term is now so overused many in the business world no longer understand its true meaning.
While much of the study was, as its title suggests, philosophical, it does provide practical advice for business owners. For example, the researchers at Beyond Philosophy found that the companies who spend the most on focus groups, questionnaires and other polling tools often miss the point about what their customers actually want.
“With the exception of American Express, which frequently earns accolades for its customer
experience, the companies we see allocating the greatest amount of resources are widely
recognized for providing disappointing customer experiences,” Steven Walden, senior head of research and consulting at Beyond Philosophy, said in a statement.
By adopting certain initiatives, companies could improve their overall customer experience. VoIP business phones, which provide employees with the ability to see a customer’s entire history with the company, can help call centers and other representatives appear more authoritative and helpful. In addition, call waiting and other features can ensure no customer’s complaints escape those looking to fine-tune the company’s product.
VoIP business phones, which provide employees with the ability to see a customer’s entire history with the company, can help call centers and other representatives appear more authoritative and helpful.