You think it's always about the latest, greatest, next thing. That organizations are always out on the bleeding edge trying new things. When it comes to customer experience management (CXM), it's a bit more complicated than that. And when we asked you what your top priority was for customer experience, your top response focused on the basics: your customers.
Communities are the Primary Focus for Customer Experience
Here are the results of our poll, conducted last month on customer experience priorities:
From the results you can see that the number one priority is to develop customer and user communities. Your customers are your strongest asset -- be they the ones who buy your products or services or the ones who work for you.
Communities provide ways for your customers to get together and share information about your products and services, to provide support or guidance to each other. It's also a place for you to support your customers, encourage them to share ideas, provide feedback and get answers. Whether you are building your own branded user communities or participating in user generated and maintained communities, this is a great place to learn about your customers and how to support their needs.
Here is some great advice on how to nurture your communities:
- Brand Advocates: Tips to Build Community & Nurture Relationships
- The Evolution of Collaboration and Online Communities: Measuring what Matters
- 9 Characteristics of a Successful Branded Online Community
Communities are just the start of customer experience priorities though:
Improving the Digital Experience
According to our poll results, 19% are focused on improving the quality of the digital experience. For starters, you want to ensure you have some great analytics set up so you know how your website, mobile site and your social networks are performing. You can't fix what you don't know is wrong and even if you think nothing is wrong exactly, there's always room for improvement.
It's not that customers are flaky, but speaking from the customer perspective, there are so many different ways to find information that vendors need to work hard to make it easier for us to do it. Personalization is becoming a key focus for many vendors that helps a lot. Learn about me and what I'm doing here on your site and give me the information I need to make my decisions.
Another great way to work on the customer experience is through testing, testing, testing. And there are lots of great tools out there to help you do that.
Some pointers to get you going:
- Get Breakaway Marketing Efficiency with Four Engagement Metrics
- CEM: 5 Great Tools for Tracking Online Visitor Behavior
- Personalization and Retargeting: Can Your Analytics Handle It?
- The What, Why and How of Usability Testing
It's a mobile world, and in more ways than one. Topping the list of main priorities for customer experience is delivering a multi-channel/multi-device experience, and even more specifically, the mobile experience.
The mobile user experience was a huge topic for us not that long ago and when we had our CXMChat tweet jam on October 24th, it was still a big topic. Your customers are everywhere looking to learn more about you and the products/services you sell. Don't just hone in on the perfect website experience, be prepared to go out and find your customers wherever they are. Of course that means not only different channels, but different device as well.
Key to this topic is context, if the experience across all your different channels and devices is separate and completely different, it's not going to work.
Here are some things you should consider:
- CXM: Consumer Engagement and Social Media
- CXM Research: The Social Customer Experience Maturity Model
- (CXM) Channel Match: Are You Talking Where Your Customers are Listening?
- 5 Best Practices for Multi-Channel Marketing Success
Customer Experience Management is Not Simple
It's not simple, it's not straightforward, it's definitely not easy. Understand as much about your customer as you can and find ways to tailor their experience to their way of doing things. The problem is, each customer is different, so each experience is unique.
You need to define your CXM strategy and start doing something. But don't pretend you can do it all, especially not all at once. Strategize, plan, test, implement, measure, listen...rinse and repeat. I think we live in very interesting times. And tools aside, it's really nice to know that me, the customer, is really your primary concern.