Ventana Research Analyst Perspectives

Optimizing the Customer Experience Requires Dedication

Posted by Richard Snow on Jul 18, 2011 12:21:19 PM

In my research area, a lot is said and written these days about optimizing the customer experience. Some say it is done by improving key performance metrics such as customer satisfaction (CSAT), net promoter score (NPS) and customer effort score (CES). Others say customer experience management (CEM) is the “new CRM”; some think it is part of a multichannel service strategy, and for others it is as simple as managing social media. In my view it takes all of these, and other efforts, to optimize the customer experience, and thus it is difficult for companies to achieve. Customer experience management is the practice of managing the effectiveness of customer interactions so the outcome meets the customer’s and the company’s expectations. In any case, the key question is how companies achieve this goal. 

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Topics: Predictive Analytics, Social Media, Customer Analytics, Customer Experience Management, Social CRM, Speech Analytics, Voice of the Customer, Cicero, Cincom, MarketTools, ResponseTek, Operational Performance, Cloud Computing, Customer & Contact Center, Customer Service, 360-degree view of the Customer, Call Center, Contact Center, Contact Center Analytics, CRM, Desktop Analytics, Text Analytics, Confirmit, OpenSpan, UpstreamWorks, Verint