Understanding customer experience has become Phone number library a popular concept in today’s marketing world. In THINK&SELL, we look at an article published in the Harvard Business Review in February 2007, by Christopher Meyer and Andre Schwager and titled: “Understanding Customer Experience ” .
Christopher Meyer is president of Strategic Alignment Group , a consulting firm.
Andre Schwager is a founder of Satmetrix Systems, a customer experience company based in California.
This article is quite old but it is one of those that popularized this notion of customer experience. Indeed, they distinguish it from the notion of customer relationship. It is interesting to read what it delivers on the customer experience before the digital revolution. This revolution that we have experienced in recent years, and which is still ongoing, and therefore to see how it translates today.
In this article, the authors focus on the notion of customer experience, as opposed to that of customer relations. We will therefore talk about:
CEM ( Customer Experience Management )
or GEC (Customer Experience Management)
and CRM ( Customer Relationship Management )
or CRM (Customer Relationship Management).
So let's start with a definition of customer experience. Customer experience encompasses all aspects of a company's offering, the quality of customer support, but also advertising, packaging, product and service features, ease of use and reliability.
The advent of IT tools has made it possible, for each stage of the customer journey, to easily obtain data that can be analyzed on the customer experience.
But getting data isn’t the same as knowing what to do with it. For example, a Bain & Company study of 362 companies and their customers found that 8% of customers considered their experience “superior,” while 80% of companies felt they provided a superior experience!
The secret to customer experience data, the authors say, is that it comes from customers themselves. And that kind of data is obtained by setting up a closed process. Those processes in which every function of the company is concerned with the quality of the customer experience it delivers.