REPORT Forrester's Now Tech Digital Asset Management For Customer Experience, Q2 2021

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Definition: Customer experience management

What is customer experience management?

Customer experience management refers to the activities and processes that a business puts in place to monitor and organize every interaction with the customer. Customer experience management solutions help manage every physical and digital touchpoint throughout the customer lifecycle. These include websites, social media, telephone/email customer service, chatbots, and in-store.

Good customer experience management helps brands increase loyalty, boost customer satisfaction, create advocacy and drive sales. This is achieved through genuinely listening to the customer and acting on feedback. However, it is also necessary to integrate these insights into the company culture and ensure everyone is equipped to deliver what the customer needs. The right processes must be in place to ensure the customer journey is as smooth as possible and that every touchpoint is aligned and optimized with the end-user in mind. Robust analytics and insight tools should be in place to monitor performance and improve processes where needed. Many brands use customer experience management software to achieve this.

Why is customer experience management so, so, so important?

It increases sales and conversions
Customers want to do business with brands that value them. From the way employees treat customers to how informative website content is, the customer is far more likely to spend money and remain loyal if they have a good experience.

It builds customer loyalty
More positive interactions mean increased customer loyalty. Customers don’t usually want to chop and change providers if they have a great experience. Paying attention to what customers need and ensuring employees can deliver builds loyalty.

It helps build brand recall
Brand recall is vital for ensuring that customers make repeat purchases and that they recommend the company and product to others. Every touchpoint your customer has with the business should be recognizably part of the brand. The customer should be able to click through the website, view social media feeds, speak to customer service representatives, visit the showroom or store, and feel like they are enjoying one cohesive and authentic experience. Read more about the importance of brand in customer experience management.