Great customer experience management starts with a view of the big picture. But, let’s not get ahead of ourselves here. Customer experience is a big field, and it covers a lot of topics that we’ve discussed in the past like; marketing, support, product management, sales and a lot more. So, if you’re in charge of customer experience as a whole, you’ve got a lot on your plate.
How can you be proficient in all of these fields to a level where you’ve mastered customer experience management? From the description above, it almost sounds like you’d have to be a god-like being, excelling in every aspect of customer service, in order to handle all of the intricacies involved here. Well, there are days that demand a lot, and there are days where it’s easy.
A customer’s experience involves the entire interaction a customer has with your product or service, from being made aware of the product through marketing or hearsay to buying it. It involves research, comparisons, competitors, trying a product, committing to a service. Customer experience involves support issues at all stages of the lifecycle. It involves the response of the customer, and feedback ( to family, friend, colleagues, or online etc).
From a company perspective in regards to a consumer, it’s the entire shebang.
In the modern world, with the advent of modern internet for research, communications and commerce there are a lot of multidimensional factors to consider.
The Big Picture
Great customer experience management starts with a view of the big picture; How will this all play out?
By focusing on a visual picture of the entire process, you can not only see the various places the customer comes from (to learn of, study, and use your product), but you can also see the holes and potential pitfalls. Plan how to battle your competitors and provide the right information to consumers.
Mapping out a picture also predicts where customers will discuss how the product or service affected them, and what they do or don’t like. Cover your bases evenly, makes sure you get all the feedback you can – something the product managers you work with will thank you for.
Be Web Savvy
But, aside from the technicalities that go into mapping, you need to have an understanding of the human element of customer behavior. Sociology and psychology play a huge part in the customer service channels out there; especially online. You need to be web savvy. There’s no longer any excuse for not knowing all the more popular and useful social networks, search engines, sites and large web communities related to your product or service. You need to engage on these platforms, so that you can predict trends, patterns and directions a customer will take in researching, discussing and even purchasing your product or service.
Customer experience management is, as I said, a big responsibility, but instead of worrying about being an absolute expert in every category under this field, just focus on the tips that I’ve outlined. Take a look at the big picture and you will be off to a great start