Brauchen Sie einen Chief Customer Experience Officer?

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You may not have noticed it this morning at the bakery, but we are currently living in the " age of the customer ." Yes, really! Customers have never had more decision-making power than they do today. It has never been easier for them to quickly and conveniently compare prices and products and switch from one provider to the next. And companies have never made more of an effort to align their entire processes with their customers and their needs. Digital flagship companies like Amazon are leading the way. The customer is king - maybe not always, but more and more often.

A central component of every customer-oriented corporate strategy is customer experience management. The term originally comes from marketing and customer relationship management , but is now also used in other areas of the company. It means creating positive customer experiences in all interactions that a potential or actual customer has with a brand or company over the course of their customer life cycle.

In the digital economy, this includes emails, online tunisia whatsapp data forms, e-commerce shops or even reading a blog entry. In order to analyze the possible touchpoints at which customers and companies come into contact with each other in as much detail as possible, the image of the customer or buyer's journey is often used - that is, a journey on which a prospective customer develops into a satisfied customer who ideally remains loyal to the company for years.



Customer orientation pays off
For this to succeed, companies must live this customer focus at all levels. It cannot be passed on to marketing or customer service ; it is a question of corporate strategy and culture. All parts of the company must work together to offer their customers the best possible customer experience in every interaction. The American software company HubSpot illustrates this orientation with a flywheel that puts the customer at the center:

HubSpot Flywheel

Especially in saturated markets, where the products of different providers differ little from one another, the design of the customer experience is of crucial importance for the success of a company. Providers with whom customers have positive experiences can retain these customers for longer and charge higher prices than their competitors. This connection is also confirmed by an international customer experience study published by the French management consultancy Capgemini in 2017.