Customer experience – a task for everyone
The story of online marketplace Amazon is one of the best-known success stories for a clear customer focus. “The customer takes centre stage here for all our activities,” this is how Amazon founder and CEO Jeff Bezos has described the company’s mission for many years.
According to a 2018 survey in Scandinavian companies, customer experience management often falls down due to silos within the company. Those taking the task seriously have to anchor customer focus in all departments and across all levels. Even with the CEO and top management – not just in digital marketing, sales and service.
What distinguishes CXM from CRM?
The two terms sound so similar that you could be forgiven for thinking the difference between experience and relationship can be ignored. Not so.
In customer relationship management (CRM), the company looks at the customer and adjusts the relationship with them from this viewpoint. Usually digitally across several channels. Newsletters, apps, branding and marketing automation.
Customer experience management views things from the customer’s perspective, so looking at the company from the outside. This leads to completely different findings. To trigger delight, the expectations and needs of each customer have to be more than fulfilled. Ideally, customers are pleasantly surprised by their experience with the company. Digitally and in real life.
By contrast, CRM documents the customer relationship. This is important and will remain so. By focusing on customer experience, companies invest in the quality of their relationship to their clientele. And this is a huge difference