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Tips on Building the Next-gen Customer Experience Management Strategy that Delivers

Today’s marketers understand the importance of Customer Experience Management strategy, also called as a CXM strategy. Modern businesses are built on the premises of achieving the highest degree of agility and resilience. In the last twenty years, most businesses are focusing on building a dynamic marketing technology stack that empower CMOs. CMOs are able to plan and execute campaigns based on an intuitive and resilient CXM strategy to drive better customer relationship, customer satisfaction, and loyalty. Many research papers on CXM and Marketing Automation have posited their findings to help marketers understand how new-age Customer Experience Management Strategy works.

In this article, we will provide six useful tips on how to build a powerful CXM strategy based on experiential perspectives.

Tip 1: Understanding CX and How to Distinguish Between CX Touchpoints

Customer experience, in the current omnichannel ecosystem, is a dynamic relationship between a customer and the company, a product, an employee, a service or any part of the organization that may invoke a sense of direct or indirect attachment. In order to understand CXM strategy, it is very important to evaluate the different types of experiences that could be encountered in a business.

Here’s an infographic to help marketers with the definition and types of CX in the modern era.


UNDERSTANDING CUSTOMER EXPERIENCE MANAGEMENTTip 2: Documenting the Evolution of CX Management since 1982

The idea of Customer Experience is as old as the first business idea. But, the scientific approaches to understand and manage CX trace their origin to early 1980s. In 1982, Morris Holbrook and Elizabeth Hirschman published the initial concept of customer experience management as part of their research paper, titled “The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun.”

Since then, CX Management has passed through many stages of refinement and scientific reinforcement in the form of Marketing technology development. The major push came in the form of the early CRMs and the Marketing Automation tools for Commerce, followed by the legacy of experiential and content-driven engagements on social media, web media, and video platforms. Today, we are in a totally new ecosystem that has resulted from the constant adoption of technologies for marketing, sales and advertising, and infusion of data, analytics and social listening tools. Like Marketing and Sales functions, Customer Experience is a heavily commoditized asset, owned by different groups of business people, the Chief Marketing Officers (CMOs) and Chief Product Managers (CPOs) being at the helm of CX management success.

Tip 3: Plotting your “CX Pangea”– the Customer Journey Mapping Model

Customer Journey Mapping has emerged as a game-changer for customer-centric organizations. In the last 2 years, the number of such organizations has grown exponentially, clearly identifiable from their competition by virtue of the hiring trends, Martech for CX budgets allocated and market research conducted.

What’s Customer Journey Mapping in CX Management Strategy?

We referred to definition provided by The Interaction Design Foundation to understand how customer journey mapping is designed and how it explains the Customer Experience touchpoints.

Customer Journey Maps (CJM) is a story telling dashboard. CJM is a cartographic representation of the relationship between a customer and an organization, plotted in a chronological manner, CJMs are used to depict how the relationship has progressed from its first touch point to where it is now as customer interacts with different marketing and advertising channels owned by the business, its affiliates, advocates, users and influencers. CJM is designed by product design teams, data analysts or in advanced companies, the Journey Management teams.

Today, CX leaders have understood teams that work in silos and handle different marketing functions can’t have a clear vision of CX management strategy and its outcome. So, silos are disappearing, giving rise to the new business titles in the CX-focused companies. These titles could be either Journey Managers, reporting to the CMO or a Chief Customer Experience Executive (CXO).

In short, the CX-focused strategies can only take off if CXOs and the supporting staff fully understand their customer experience deliverables, the technology involved, and the silos or barriers that could cause the CX Pangea to drift apart. CX liftoffs can be made more agile and effective by building a dedicated journey mapping team.

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Research states, Journey Managers are core drivers in any CXM strategy, and the trend of building a CX team is picking a rapid pace. 53% of the organizations already have a journey team, 19% of the organizations have more or less aligned their existing functions around CX goals; and 10% plan to build a journey mapping team in the near future.

cx survey finding: leaders have journey management teams
Source: 2021 Survey: The State of Journey Management & CX Measurement, By Stephanie Ventura


Tip 4: Leading with Data, Finishing with AI Machine Learning

Customer Experience Management is a data-powered activity. To lead as a CX leader, organizations are required to have a very strong Data management architecture that can almost instantaneously mine and analyze customer data and feed these to existing CX management and customer journey orchestration platforms. The rise of CDPs and CX management solutions perfectly do this for the journey mapping teams. AI’s role in building a powerful martech stack that can provide quality data analysis is still in its infancy and a lot of work is done to ensure Marketing, Data Science and IT teams are working cohesively to deliver uninterrupted insights for customer behavior segmentation, user profile segmentation, hyper personalization and automated CRM support.

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According to McKinsey, “predictive CX platforms become the foundation to link CX to value and to build clear business cases for CX im­provement.”

We found data management is key in these major CX-focused operations:

  • Customer Feedback management [Voice of the customer/ VoC]
  • Call center / customer support
  • Website analytics/ clickstream
  • Email analytics
  • Physical stores/ brick and mortar
  • Mobile application data
  • Local marketing analytics
  • Subscription/ billing and PoS optimization
  • Service management, and so on

leading CX teams track more omnichannel customer data

We have found the use of AI and machine learning in these operations are transforming the way customers engage with brands, products and service agents.

Tip 5: Interlocking Tip 3 and Tip 4

This infographic will help you understand why Tip 3 and Tip 4 should be orchestrated in a pure unison.


Tip 6: Leverage the Insights Communities

Insights Communities are powerful groups of highly engaged and responsive customers. The Insights Communities participate in surveys, discussions and, virtual events and provide an undiluted feedback on the product and experiences. These are helpful in measuring the brand’s Net Promoter Score (NPS) and Customer Effort Score (CES). NPS and CES, both help Journey Mapping teams in identifying the root causes leading to product experience failure or change in perception when new products are introduced. With the availability of new Big Data and AI-driven self service dashboards, marketing teams can create their own Insights Communities management solutions to evoke satisfactory responses from the users, proactively influencing the effectiveness of a Customer Experience Management strategy.

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