Customer Experience Management: Concepts, Implementation & Implications

CUSTOMER EXPERIENCE
MANAGEMENT
CONCEPTS, IMPLEMENTATION & IMPLICATIONS
Submitted by – Group 3
Alok Kumar
Ganapathi Subramanian V
Pravas Kumar Sahoo
Pradeep Rentapalli
Experience??
Customer Experience
 Direct Interactions
 Indirect Interaction
Customer Relationship Management (CRM)
Before 80s: Majorly guesswork
80s: One way interaction
90s: Interactive through loyalty programme

and offers
2000s: Cloud technology, more complex
Now: Social Media, Mobile devices

Customer Experience Management (CEM)
• Managing customer interactions to build brand equity and long-term

profitability
• For example: Which hotel will you choose to stay?

• The one which you went twice before and gives you some discount
Or
• One of your friends told you about his amazing experience in another hotel
CRM vs CEM
 CRM is how a customer looks to

a company, while CEM is really
how the company looks to the
customer.
 CRM comes after the experience,

and CEM works hard on
anticipating it.
Conceptual model of CE –
Antecedents and Consequents
CEM Strategies
o Differentiation strategy based on service and price no longer sufficient
o Firms which focus solely on customer satisfaction and customer loyalty have the best
performance
 In the study mittal et al.(2005), they found that efficient firms with satisfied
customers outperformed other firms.
o Experience based strategies can be used to improve customer experience

CEM & Business Performance
*Based on the research by crmguru.com

Omni-channel Retailing
• Combination of e-retailing and bricks & mortar store
Omni-channel Evolution
Information Systems in Omni-channel Markets
Technology Enabled Engagement Platforms
• Physical or virtual touch points designed to provide structural

support for integration of resources
• Ensure customer voice reaches to company
• Virtual Assistance
• Voice Assistance
• Self-Serving Kiosks
• Geo Location Services
Leveraging emerging channels to enhance
self- service
Virtual Self service
assistants kiosks
Empowers customers –
Kiosks enable faster
better servicing
processing of data;
experiences without
eg: ATMs
compromising on quality
Integrated customer Used in areas where

communication is insufficient retail
mechanism; presence
Social Media & Sentiment Analysis
• From personal communication to product/service feedback
• Real voice of customer towards certain product
• Blogs, online forums, social networking sites such as Facebook, Twitter,

Instagram etc.
• Important source of information for organizations.

Customer Experience Analytics
• Convert data into business context
• Finding bottleneck in user experience
• Optimized buyer journey across different channels
• User activity, application performance, purchase behavior
• Many firms such as IBM, SAS, ORACLE, TCS, INFOSYS are providing
customer experience analytics solutions.
Managerial Implications –
Developing a Customer Oriented Strategy
• Need to know all customer touch points with the company - systematic
approach for collecting customer insight
• Identify key touch points & synergies across them
• Specify how the customer should experience the company at each touch
point
• Customer journey map
• Blueprint for key touch points

Choosing the right tools & techniques
• Obtaining the right information
• Data collection & analysis methodology –
• Persistent vs. Periodic vs. Pulsed
• Web based vs. direct contact
• Single summary metric vs. specific metrics
• Integration with other existing systems

Delivering personalized customer delight
• Analyze relative importance attributed to different aspects
• Analysis of the competitive landscape
• Identify the right time, place & method of delivering delight
• Customer feedback
Drawing insights from customer feedback
• Identify relevant analysis mechanisms
• Make inferences from customer inputs
• Generate implementable action plan
• Identify obstacles
• Evolve strategies to overcome

Thank You !!

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CUSTOMER EXPERIENCE

Before 80s: Majorly guesswork

80s: One way interaction

90s: Interactive through loyalty programme

2000s: Cloud technology, more complex

Now: Social Media, Mobile devices

• Managing customer interactions to build brand equity and long-term

• For example: Which hotel will you choose to stay?

 CRM is how a customer looks to

 CRM comes after the experience,

o Differentiation strategy based on service and price no longer sufficient

customers outperformed other firms.

o Experience based strategies can be used to improve customer experience

*Based on the research by crmguru.com

• Physical or virtual touch points designed to provide structural

Integrated customer Used in areas where

• From personal communication to product/service feedback

• Real voice of customer towards certain product

• Blogs, online forums, social networking sites such as Facebook, Twitter,

• Important source of information for organizations.

• Convert data into business context

• Finding bottleneck in user experience

• Optimized buyer journey across different channels

• User activity, application performance, purchase behavior

• Identify key touch points & synergies across them

• Customer journey map

• Blueprint for key touch points

• Data collection & analysis methodology –

• Persistent vs. Periodic vs. Pulsed

• Web based vs. direct contact

• Single summary metric vs. specific metrics

• Integration with other existing systems

• Analysis of the competitive landscape

• Identify the right time, place & method of delivering delight

• Identify relevant analysis mechanisms

• Make inferences from customer inputs

• Generate implementable action plan

• Evolve strategies to overcome

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