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CXM Guide

Customer Experience Management

Learn all there is to know about customer experience management and how brands can delight customers.

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What is customer experience management?

Customer experience management (CXM) is the set of strategies that brands employ to create a culture around customers and their needs by gauging customer sentiment or how customers feel about the brand at every point along their journey. While customer relationship management (CRM) shows what a customer looks like to the brand, CXM puts controls in place to shape the customers' perception of the brand as they traverse their journey. It also places customers at the heart of the organization and prioritizes their satisfaction and loyalty over other organizational goals. For instance, CXM relies on voice of the customer data — which is quite vast compared to typical static, codified CRM data — to optimize key touchpoints for better customer engagement.

Why is customer experience management important?

Customer experience data helps brands understand how customers perceive their products and services and whether those customers will continue doing business with them. A good CXM strategy can help brands break down data silos to create a unified view of the customer, enabling benefits that include: 

Creating a consistent customer experience

Slow responses to customer inquiries are one of the biggest brand detractors. CXM provides brands a real-time, 360-degree view of their customers’ emotions, behaviors, and expectations across touchpoints, to deliver a better end-to-end experience.

Reducing customer churn 

Customers expect a smooth and painless experience across channels and devices. CXM lets brands engage customers with targeted marketing, proactive support, and tailored reward programs, all of which go a long way in retaining them and attracting new customers.

Key elements of good customer experience management

The four key elements of CXM include:

Understanding customer preferences and needs: a holistic view of customer journey maps for all key user personas along with real-time customer analytics can help create hyper-personalized customer experiences. 

Developing a customer-centric vision: the vision statement serves as the gold standard for how a brand operates in a way that puts customers first.

Earning customer’s trust: resonating emotionally with customers should be a high priority, as research suggests customers who are emotionally invested in a brand are three times more likely to return for more. 

Collecting and organizing customer feedback: leverage AI to derive actionable insights from surveys and social media mentions. Use this data to measure customer happiness from the customer’s perspective and subsequently enhance customer experiences.

The next step in CXM? A unified customer experience.

Customers expect one voice, one experience. 

And that experience defines a company’s brand. 

But for most brands, there's a bigger problem: silos – disconnected teams, tools, customer data, and experiences. The rise of modern channels, exponential increase in consumer data, and higher expectations have only made it all the more difficult to ensure customer happiness. 

But there’s a way to deliver a unified customer experience and build human relationships at scale – unified customer experience management (Unified-CXM). 

With Sprinklr, the world’s first purpose-built Unified-CXM platform, any organization can connect its brain to its body, with the end result being a smooth, personalized flow for customers from awareness and engagement to purchase, delivery, customer care, and advocacy.

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