Interesting report from Vovici, which found that companies are increasingly looking to customer experience management (CEM) in order to protect sales in the current economic downturn. According to research by Vovici, 69% of respondents said that CEM is currently a top priority for them, up from 47% in 2008. The overall implication is that companies have had to become more sensitive to the way they interact with customers.
Based on the research work, the firm has identified seven key characteristics and principles that are common to organistions which have demonstrably highly loyal customers. These are:
Create a formal customer experience management strategy and execute against it
Integrate customer relationship management data into feedback efforts
Include customer ideas for strategic initiatives and tactical process improvements
Planning cycles include formal processes for obtaining customer input
Systematically share feedback with customer-facing employees
Engage customers in co-creation
Share Voice of the Customer data across organisational boundaries
The firm makes the emminently sensible point that it's not sufficient simply to have a CEM strategy in place unless it's got company-wide commitment and is a fully-integrated part of the organisation's corporate culture. That's so totally not rocket-science! So why then are so many firms still getting it so blissfully and utterly wrong...?
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