As customer experience management (CEM) continues to get value in the minds of these days’ CEOs, more and more companies are handling customer experience management projects to enhance customer fulfillment, develop much better customer insights, support customer commitment and advocacy, and enhance customer lifetime worth. The fast increase to the leading tiers of tactical concern has brought a regrettable side effect; many customer experience management misconceptions have started to form due to a flood of conflicting meanings, viewpoints and over-hyped pledges. You can need to get a positive customer experience by tailoring communications .
For any company looking to develop or enhance its CEM abilities, it is necessary to resolve these misconceptions at last.
Misconception # 1: Net Promoter Rating (NPS) is the Only Metric You Required
The customer experience can be broad, long-running, it can cover channels, and is affected by any combination of internal and external elements. Trying to determine it successfully with a single metric such as customer complete satisfaction or net promoter rating is extremely simple and dangerous. Successfully handling the customer experience needs efficient measurement and management of a portfolio of metrics that will supply a true step of what is – or is not – working.
The net promoter rating is computed by taking the percent of customers who are promoters less than the percent of customers who are critics. Certainly, the greater the resulting number – the much better.
While the net promoter rating is a reliable step of general customer advocacy, it will not attend to all of your possible CEM questions. Here’s why:
- Customer advocacy – or net promoter rating – steps just one measurement of the customer experience. Focusing just on a single metric such as net promoter rating implies disregarding similarly crucial measurements such as customer fulfillment and customer commitment. A reliable and extensive CEM program should take all of these measurements into consideration.
- The net promoter rating is just an aggregated procedure of the overall customer experience. The number of aspects and touchpoints that contribute to the total experience can be various. Focusing just on an aggregate metric without comprehending or handling the contributing elements can yield unforeseeable results. Companies looking to enhance their general customer experience need to concentrate on handling and determining the underlying occasions that add to a remarkable experience.
- The net promoter rating does not always correspond to customer action. For every customer that states they would “definitely suggest” the company in a customer study may not make any real suggestions. Companies looking to recognize concrete results will need to associate their NPS ratings with other key business metrics such as new customer additions, the boost in success, or changes in market share.
While NPS is an essential CEM metric, companies that are seeking to develop or enhance their CEM abilities will need to recognize a more robust set of metrics that will determine all measurements of the customer lifecycle.
Misconception # 2: Customer Experience is Simply a New Term for Customer Care
Customer support simply does not determine up to the customer experience. Make no error, customer care is as essential as ever; providing excellent customer support is among the most concrete and visible techniques for enhancing customer complete satisfaction. Client service, however, represents just a small portion of the general customer experience. Companies that talk themselves into an incorrect sense of achievement by focusing just on client service are missing the larger photo; customer experience incorporates much more that simply customer care.