With ever-increasing competitiveness on the global marketplace, organisations must find better ways to attract and critically retain customers.
Well managed interactions become critical differentiators whilst poor experiences can quickly lead to loss of customers or worse, public fallouts on social media. The goal of customer experience management is to increase customer loyalty and advocacy and to reduce customer churn.
Business must know their customer’s needs, journeys and expectations to design good experiences. This is especially critical if products and services are offered across various channels, creating the requirement for a consistent multi-channel experience.
A single view of the customer, i.e. consolidation of data from a variety of sources, is necessary to better understand the customer and personalise their experiences. Common challenges are an inconsistent brand experience, depending on channel, often caused by legacy technology and processes. Departmental silos and fragmented data further exacerbate the problem.
Leonardo’s expertise in customer experience management can help organisations:
Integrate customer journeys into the business architecture
Capture customer requirements and design customer-centric processes
Provide business architecture software with CXM capability
The tangible business value of good customer experience management is:
Increased revenue due to incremental sales to existing customers
Increased revenue due to existing customers referring to the organisation ('word of mouth’)
Improved bottom line through increased customer retention
Improved brand recognition and sentiment
Reduced cost of goods sold due to improved brand recognition and sentiment.