{"id":219990,"date":"2021-05-19T13:54:00","date_gmt":"2021-05-19T12:54:00","guid":{"rendered":"https:\/\/www.pearlaccountants.com\/?p=218255"},"modified":"2023-05-22T14:44:30","modified_gmt":"2023-05-22T14:44:30","slug":"customer-experience-management","status":"publish","type":"post","link":"https:\/\/www.pearlaccountants.com\/blogs\/customer-experience-management\/","title":{"rendered":"Customer Experience Management: Your Business&#8217;s Secret Weapon"},"content":{"rendered":"\n<p>The <a href=\"https:\/\/www.cnbc.com\/2021\/02\/19\/e-commerce-surged-during-covid-groceries-sporting-goods-top-gainers-.html\">surge<\/a> in e-commerce after the COVID-19 lockdowns caused a flurry of activity for digital marketing businesses as they scrambled to let new and existing clients know the importance of User Experience (UX). Suddenly, <a href=\"https:\/\/en.wikipedia.org\/wiki\/A\/B_testing\">A\/B Testing<\/a> became more than a nice-to-have, but rather something essential to stay in business.<\/p>\n\n\n\n<p>People swarmed onto the websites of their favourite retailers, hoping they could buy their products online. Many companies that did not have e-commerce solutions implemented hurriedly jerry-rigged solutions onto their existing platforms, hoping it would satisfy the almost insatiable hunger for <em>online presences<\/em>.<\/p>\n\n\n\n<p>Even though a hurriedly arranged system might be riddled with bugs, one could argue that the digital customer experience was still better than if there was no <a href=\"https:\/\/www.pearlaccountants.com\/blogs\/bookkeeping-for-an-e-commerce-business\/\">e-commerce solution<\/a>.<\/p>\n\n\n\n<p>But all of the above relates to <em>user experience<\/em> \u2014 a term which has traditionally referred to the experience undergone by users of digital platforms or a specific product or service.<\/p>\n\n\n\n<p>Although user experience (UX) is a part of the overall customer experience (CX), it is not the same thing.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.pearlaccountants.com\/blogs\/customer-experience-management\/#The_difference_between_UX_and_CX\" title=\"The difference between UX and CX\">The difference between UX and CX<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.pearlaccountants.com\/blogs\/customer-experience-management\/#What_is_customer_experience_management_CXM\" title=\"What is customer experience management (CXM)?\">What is customer experience management (CXM)?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.pearlaccountants.com\/blogs\/customer-experience-management\/#An_effective_customer_experience_strategy\" title=\"An effective customer experience strategy\">An effective customer experience strategy<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.pearlaccountants.com\/blogs\/customer-experience-management\/#1_Improve_UX_on_all_your_digital_touchpoints\" title=\"1. Improve UX on all your digital touchpoints.\">1. Improve UX on all your digital touchpoints.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.pearlaccountants.com\/blogs\/customer-experience-management\/#2_Smile_and_the_world_smiles_with_you\" title=\"2. Smile, and the world smiles with you.\">2. Smile, and the world smiles with you.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.pearlaccountants.com\/blogs\/customer-experience-management\/#3_Learn_about_accessibility\" title=\"3. Learn about accessibility\">3. Learn about accessibility<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.pearlaccountants.com\/blogs\/customer-experience-management\/#The_simplest_solution\" title=\"The simplest solution\">The simplest solution<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_difference_between_UX_and_CX\"><\/span>The difference between UX and CX<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Customer experience is <strong>the customer\u2019s overall emotional experience with your brand or company, resulting in customer loyalty<\/strong>. It takes into account <em>all<\/em> the touchpoints between you and that customer and is the sum of every interaction they have with your business and how that ultimately makes them feel.<\/p>\n\n\n\n<p>If you run a butchery and sell Mrs Edwards a brisket flat-half every Monday, saying hi to her every time she walks past your butchery on Tuesdays and Wednesdays would be part of her <em>customer experience<\/em>. When she actually eats the brisket (or gives it to her grandson), that\u2019s <em>user experience<\/em>.<\/p>\n\n\n\n<p>Customer experience would include user experience, how the meat was wrapped, how fresh it was, if it was delivered to her door, the chit-chat she received at the meat counter as part of the deal, etc.<\/p>\n\n\n\n<p>If you haven\u2019t heard from Mrs Edwards for a month and sent a lad over to check on her, carrying a ribeye steak, on the house, and a \u201cWe\u2019re Thinking of You\u201d card in his left hand, that\u2019s <em>customer experience<\/em>.<\/p>\n\n\n\n<p>Mrs Edwards would be a fiercely loyal customer of yours who would never dream of taking her business elsewhere, even if the prices were cheaper. (She might even malign those cheaper prices, accusing them of low-quality beef. And, if the prices were too high, she\u2019d call them robbers. That\u2019s the value of customer loyalty.)<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_is_customer_experience_management_CXM\"><\/span>What is customer experience management (CXM)?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>An effective customer experience strategy requires an in-depth overview of <em>every aspect<\/em> of your business. There are so many elements that can add or detract from the overall CX that a dedicated person is required to work solely and entirely on customer experience.<\/p>\n\n\n\n<p>This would be the Customer Experience Manager.<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>Customer Experience touches how the client is <a href=\"https:\/\/www.pearlaccountants.com\/blogs\/top-tips-creating-contractor-invoices\/\">invoiced<\/a>, how easy it is for them to pay, how they interact with your business online, whether you put your telephone number on your packaging so they can just pick up the phone if there\u2019s a problem, whether someone is actually there to answer the phone when they call, etc.<\/p>\n\n\n\n<p>Your company\u2019s <a href=\"https:\/\/www.pearlaccountants.com\/services\/marketing-hub\/\">marketing<\/a> also affects the customer experience, even before they become a customer of yours.<\/p>\n\n\n\n<p>As proven by the recent (and somewhat catastrophic) <a href=\"https:\/\/uk.news.yahoo.com\/burger-king-roasted-womens-day-002030922.html\">Burger King <\/a><a href=\"https:\/\/uk.news.yahoo.com\/burger-king-roasted-womens-day-002030922.html\"><em>faux pas<\/em><\/a>, insensitive (and plain clunky) marketing can adversely affect the customer experience <em>forever moving forward<\/em>.<\/p>\n\n\n\n<p>Will anyone ever eat another Burger King without thinking back to how awful that campaign was? The company will never live it down.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"943\" height=\"629\" src=\"https:\/\/www.pearlaccountants.com\/wp-content\/uploads\/2021\/05\/What-is-customer-experience-management-CXM-1.png\" alt=\"What is customer experience management (CXM)\" class=\"wp-image-219486\" srcset=\"https:\/\/www.pearlaccountants.com\/wp-content\/uploads\/2021\/05\/What-is-customer-experience-management-CXM-1.png 943w, https:\/\/www.pearlaccountants.com\/wp-content\/uploads\/2021\/05\/What-is-customer-experience-management-CXM-1-300x200.png 300w\" sizes=\"(max-width: 943px) 100vw, 943px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p>So, Customer Experience Management touches <em>every aspect<\/em> of a business. A CX Manager position is a top-tier position and should be occupied only by people with <em>extensive<\/em> business experience.<\/p>\n\n\n\n<p>When asked, \u201cWhere does customer experience management fit in an organisation?\u201d the answer is \u201c<em>Everywhere<\/em>\u201d.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"An_effective_customer_experience_strategy\"><\/span>An effective customer experience strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>If you\u2019re desperate to get your CX improved <em>right now<\/em> and don\u2019t have a fully-fledged CX Manager on board yet, here are some immediate steps you can take to improve the overall customer experience immediately:<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Improve_UX_on_all_your_digital_touchpoints\"><\/span>1. Improve UX on all your digital touchpoints.<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>This might mean running A\/B tests on landing pages, hiring a digital marketing agency, or simply calling up some clients and saying, \u201cHey, do you mind if we got some feedback about your recent purchase?\u201d<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Smile_and_the_world_smiles_with_you\"><\/span>2. Smile, and the world smiles with you.<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>If there\u2019s one thing the world needs right now, it\u2019s a bit more friendliness. Navy Seal-style scuffles at the grocery store for the last roll of toilet paper have left many scarred for life \u2014 okay, maybe not <em>scarred<\/em>, but at least disappointed in the general inhumanity of not letting someone get one bloody bogroll!<\/p>\n\n\n\n<p>Let\u2019s be friendlier. It is our prediction that those companies who take a <em>calm, quiet, friendly<\/em> approach to their interactions with the public after the lockdowns, will be the ones who fare best as a result of a superior customer experience.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Learn_about_accessibility\"><\/span>3. Learn about accessibility<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Is the text on your invoices large enough for people with sight impairment? Do you have wheelchair access (which could also double up as stroller access for those with a baby)? Do you have subtitles on any digital ads showing at your premises? These and other points can create a negative customer experience for many of your customers if not handled properly.<\/p>\n\n\n\n<p>Learn about accessibility and make sure it is integrated into every aspect of your business.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_simplest_solution\"><\/span>The simplest solution<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-2 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"740\" height=\"491\" src=\"https:\/\/www.pearlaccountants.com\/wp-content\/uploads\/2021\/05\/The-simplest-solution.png\" alt=\"The simplest solution\" class=\"wp-image-218638\" srcset=\"https:\/\/www.pearlaccountants.com\/wp-content\/uploads\/2021\/05\/The-simplest-solution.png 740w, https:\/\/www.pearlaccountants.com\/wp-content\/uploads\/2021\/05\/The-simplest-solution-300x199.png 300w\" sizes=\"(max-width: 740px) 100vw, 740px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>The easiest way to implement a superb customer management experience is to care about your customers and their needs genuinely. This goes beyond the trite aphorism that \u201cthe customer is always right\u201d.<\/p>\n\n\n\n<p>It cuts deeper, in that you genuinely seek to understand the customer\u2019s upsets and problems. Doing so, you might discover that they were indeed right \u2014 at least from their perspective on things. As a CX Manager, this would prompt you to take sincere action to repair whatever failing caused that customer to have a poor experience with your business.<\/p>\n\n\n\n<p>By genuinely caring about your customers, you can take the necessary actions to improve their emotional response to your brand and thereby build an unshakable sense of customer loyalty in them.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The surge in e-commerce after the COVID-19 lockdowns caused a flurry of activity for digital marketing businesses as they scrambled to let new and existing clients know the importance of User Experience (UX). Suddenly, A\/B Testing became more than a nice-to-have, but rather something essential to stay in business. People swarmed onto the websites of <a href=\"https:\/\/www.pearlaccountants.com\/blogs\/customer-experience-management\/\" class=\"more-link\">&#8230;<span class=\"screen-reader-text\">  Customer Experience Management: Your Business&#8217;s Secret Weapon<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":219484,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2198,4352],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Customer Experience Management: Your Business&#039;s New Secret Weapon<\/title>\n<meta name=\"description\" content=\"What is customer experience management (CXM) and how do you implement it in your business? 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