Five Best Practices for Customer Experience Management Programs

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Optimize for mobile

Marketers and customer experience managers need to assume that everything they do online (advertising, brand marketing, feedback, etc.) could be engaged with via a mobile device, so they need to think about the optimal experience for mobile (simple, transparent, easy to navigate, etc.). The rate at which end customers are using their mobile devices to provide companies with feedback (via email, SMS, on websites, etc.) has increased in alignment with the general market adoption of mobile. Medallia found that feedback provided on mobile devices surged to up to 60 percent of total feedback provided in 2013.

The speed of mobile feedback from customers is increasing as mobile marketing adoption spreads, according to Medallia's recent release of its annual Customer Benchmark Research Study.

The report shows that organizations that engage their frontline, embed the voice of the customer (VOC) into their business, capture customer feedback from across channels, and invest in customer recovery achieve much higher customer satisfaction than those who do not.

To develop the benchmark report, the Medallia Institute, a unit of Medallia, analyzed hundreds of customer experience management (CEM) programs in the Medallia client portfolio. Companies fell primarily within seven industries: business services, financial services, hospitality, manufacturing, retail, software/Internet, and telecommunications.

 

Related Topics : Business Structure, CRM Solutions, Enterprise Software, ROI, SugarCRM

 
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