Business leaders and executives would all agree that today’s customer experience has to be personalized, convenient, fast and right every time. But how many of them actually know what the experience is like for their customers? Are they aware of hold times, connection delays or other issues?
It used to be that customer experience technology meant only CRM, or customer relationship management. The terms were almost interchangeable because the only technology used to connect with customers was basic data like names, emails, phone numbers, and addresses. However, there has been an explosion of customer technology that is changing the customer experience.
Take time to reflect on your company—what are the ways your brand touches customers? The list will likely be longer than you think.
Customer experience is the perception the customer has of your brand. However that perception is shaped by many things other than the simple purchase transaction.
Imagine a bakery. A customer experience is not purely shaped by the transaction of a customer buying a muffin. The bakery must create unique and delicious recipes. They must hire bakers that know how to create a perfect muffin. Employees need to show up fresh and ready to work. When they do the quality of the baked goods goes up! What are the ingredients provided to the bakers? These bakers need special appliances and tools …
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