Customer Experience Management is defined by all customer interactions that result in customer perceptions and feelings toward an organization, Brand or product. These interactions can take place at any time and place across the entire Value Stream. It is not limited to interactions directly controlled by your organization (i.e., internal departments and employees), but also by extended members of your Value Stream, as defined by customers, such as your organization's suppliers, retailers, customers and customers of customers.
Gartner defines customer experience management as "the practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty and advocacy."
So you need to:
- understand your customer experience,
- provide consistent customer engagement
- continually improve your customer experience across your entire Value Stream.
Like building a bridge, it is about building consistency, integrity and trust across your Value Stream. All parts of your Value Stream System must have integrity or the bridge will fail.
Employ best practices from Lean Six Sigma, Systems Thinking and other disciplines to strengthen your organization, products and Brands to help develop, deploy and continuously improve comprehensive, consistent, holistic, customer centric solutions.