Customer experience management is not a corporate nonsense concept that we’re trying to impress you with. Approached and implemented in the right way, you can establish the effectiveness of the concept and its contribution to the success of your business very precisely. In the white paper ‘See the whole person – understand the whole customer’ we outline important tools and key indicators, use practical examples to describe potential fields of application and explain how you can prepare your own customer experience management projects. Our aim is to give you a concise introduction to this exciting topic.
New media, new technologies and new buying habits make it more and more difficult to view customers in an integrated way. Only a thorough analysis of customer experience will allow you to see all aspects of both your potential and existing customers, to identify themes and to edit your content effectively in order to reach people. The more technical our world becomes and the more digital the communication, the greater this longing for human contact.
The customer journey is a key tool when it comes to customer experience management. It captures and visualises every point of contact that a potential customer will experience before and after a purchase. For your potential and existing customers, every single one of these points of contact – every touch point with your brand, such as through your products or services, personal contact, social media, websites or in trade – is crucial, as is their interaction at every stage. The aim is to develop an end-to-end path that your customers will follow.