DECIPHERING...

How to generate profitable demand over time through customer experience management.

The decision of a customer to buy or revisit a point of sale or chain, is marked by the quality of their experience, it is the moment of truth, we can invest millions building a brand, making known a new product or service, highlighting the differential that no other competitor has, but if the moment of truth is not satisfactory and memorable we have wasted our efforts.

Recuerden que ser humano puede experimentar mucho más de los que puede comprender, por lo tanto la experiencia y no la conciencia puede guiar en mayor medida nuestras decisiones.

Many companies measure satisfaction but do not go beyond that to understand those elements of their customers' needs. experience that determined satisfaction or dissatisfaction.

Companies know a lot about buying habits, income level, and a myriad of characteristics to classify them, yet they know little about the thoughts, emotions, feelings induced by customers' interactions with their products, services and touch points.

Unless companies are aware of these subjective experiences and the role that each function plays in determining them, customer experience will be more of a slogan than an achievable goal.

That is why it is advisable to constantly diagnose and manage the customer experience in the different channels and points of interaction, so that organizations can: develop actions to improve it at the points of contact that generate loyalty, align and coordinate the efforts of the different areas of the organization that have an impact on the customer experience and implement a model that allows periodic monitoring of the customer experience and its correlation with the different aspects that can influence business performance (Profitability).

Here are some steps to start managing the customer experience:

1. Identify important customers: Justice means giving everyone what they deserve and not everyone equally. To this extent, determine the level of service and experience that you will give to the most loyal and valuable customers, so that they will be envied by others of the same profile but related to other companies. Important: always keep in mind that there must be a minimum standard independent of the type of customer, and this is defined according to the company's philosophy and competitive environment.

2. Focus your efforts on the experience points that impact the increase of profitable demand: Many channels or points of contact are necessary to support the entire operation of the company, however there are some that have the greatest impact on the customer and as a result of their good management substantially increase revenue or profitability. It is key to identify them by combining customer information with internal transaction and management costs.

For this phase it is key that: MapMeasure the customer experience at those touch points, review them periodically if the touch points have changed.

3. Set yourself a realistic plan of actionExperience is not built or changed overnight, but thoughtful details at the right time make a huge difference in the success of a customer-facing strategy.

RAFAEL LOPEZ LLAMAS

GENERAL MANAGER

BRANDSTRAT.