By Gauraav Thakar

Customer experience essentially refers to the perceptions and experiences of your customers, both on a conscious and subconscious level, which is the direct result of the relationship of your customers with your brand. This experience consists of all the interactions with your product or service, the advertisements they see, the social media interaction they have with you, etc.

Customer experience management is the art and science of incorporating the use of strategies and methodologies that can help you transcend their expectations.

Customer experience management on the other hand is the art and science of incorporating the use of strategies and methodologies that can help you transcend their expectations, determine exactly what they are looking for in your brand and to heighten interactions in order to compel them into becoming repeat customers, gain their trust and loyalty and enhance your advocacy through them via multiple channels of marketing.

CXM (Customer Experience Management), is not just about meeting the expectations of your customers, it isn’t just about providing for your online clientele. It goes a notch up than just being able to identify what their favourite brand of cat food is and where they love to go to buy that particular brand of cat food.

Customer experience management is about fully understanding the needs and expectations of your customers

Customer experience management is about fully understanding the needs and expectations of your customers | Photo Courtesy: Sambuno

Customer experience management is more about tapping into the sub-consciousness of your customer, to be able to fully understand the needs and expectations of your customers. It is about understanding them completely, so completely in fact that you have the power to provide personalised and highly interactive experiences, which will not just impress them but will also compel them to buy from you – and become automatic evangelists of your brand – and that my friends is the ultimate form of marketing.

This is what truly takes the cake in the world of marketing and advertisement – not just only attracting your customers but having the power to convert them into your own personal channels of marketing.

But how?

Amassing all there is to know about your customers isn’t something that drops out of the sky and lands on your lap. It takes a plethora of processes.

For example, you need to be able to first extract all data, information and insights pertaining to all client/customer touch points and marketing channels throughout the whole of your business.

You need to have the resources, the technology, the diligence and the innovation to successfully be able to harness truck loads of customer data and information from direct, online and offline sources. You need to be able to pluck the information right out of the pod, convert it into workable data with precision and speed.

Why is CXM so important?

Customer experience has become the principal instrument of precise differentiation in market competition.

The idea of customer experience management may sound all too idealistic, however, if you feel this way then there is absolutely nothing you are more wrong about. As a matter of pure fact, customer experience in the 21st century has become the principal instrument of precise differentiation in market competition in this cutthroat corporate world and wholly connected global markets. To be able to fly a couple of hundred feet above your competitor, you need to be able to manage your customer experience initiations.

Effective CXM can be beneficial in a plethora of ways, which includes solidifying your brand’s image through various experiences and enhancing your bottom line with additional sales from current customers and the sales you are making through nothing but word of mouth advertisement, thanks to your new advocates.


Gauraav Thakar works at QualityKiosk and specialises in building marketing teams through strategic interventions in areas of people, process and technology.
Featured Image Credit:  Minutehack
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Posted by The Indian Economist