Customer experience transformation
Encyclopedia
Customer experience transformation (CxT) is a strategy that uses business process management
to enhance customer service
experience from any customer
touchpoint
.
The objective is to provide companies and their customer service organizations with the tools needed to move customers from satisfied to loyal, and then to avid brand advocates.
Customer relationship management
vs. customer experience transformation:
Business process management
Business process management is a holistic management approach focused on aligning all aspects of an organization with the wants and needs of clients. It promotes business effectiveness and efficiency while striving for innovation, flexibility, and integration with technology. BPM attempts to...
to enhance customer service
Customer service
Customer service is the provision of service to customers before, during and after a purchase.According to Turban et al. , “Customer service is a series of activities designed to enhance the level of customer satisfaction – that is, the feeling that a product or service has met the customer...
experience from any customer
Customer
A customer is usually used to refer to a current or potential buyer or user of the products of an individual or organization, called the supplier, seller, or vendor. This is typically through purchasing or renting goods or services...
touchpoint
Touchpoint
Touchpoint is the interface* of a product,* a service or* a brand...
.
The objective is to provide companies and their customer service organizations with the tools needed to move customers from satisfied to loyal, and then to avid brand advocates.
Customer relationship management
Customer relationship management
Customer relationship management is a widely implemented strategy for managing a company’s interactions with customers, clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing,...
vs. customer experience transformation:
| Strategy | Focus area | Description |
|---|---|---|
| CRM | Enterprise focused, inside-out | Designed to focus on product Product (business) In general, the product is defined as a "thing produced by labor or effort" or the "result of an act or a process", and stems from the verb produce, from the Latin prōdūce ' lead or bring forth'. Since 1575, the word "product" has referred to anything produced... , price Price -Definition:In ordinary usage, price is the quantity of payment or compensation given by one party to another in return for goods or services.In modern economies, prices are generally expressed in units of some form of currency... , and enterprise process with minimal customer need and desires driving the initiative. |
| CxT | Customer focused, outside-in | Uses BPM Business performance management Business performance management is a set of management and analytic processes that enable the management of an organization's performance to achieve one or more pre-selected goals... technology to transform the operations and processes of the business around the needs of individual customers, delivering high value and memorable experiences. |
See also
- Business process managementBusiness process managementBusiness process management is a holistic management approach focused on aligning all aspects of an organization with the wants and needs of clients. It promotes business effectiveness and efficiency while striving for innovation, flexibility, and integration with technology. BPM attempts to...
(BPM) - Customer relationship managementCustomer relationship managementCustomer relationship management is a widely implemented strategy for managing a company’s interactions with customers, clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing,...
(CRM) - Customer serviceCustomer serviceCustomer service is the provision of service to customers before, during and after a purchase.According to Turban et al. , “Customer service is a series of activities designed to enhance the level of customer satisfaction – that is, the feeling that a product or service has met the customer...
- Customer experienceCustomer experienceCustomer experience is the sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier. From awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy...