Don't Let "Customer Experience" Become a Buzzword in Your Company

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Customer Engagement
Customer Experience
Some of you may have heard about or have downloaded the latest app called "Buzzword Bingo." The game allows people to challenge coworkers during conferences or meetings to see who can get five of the latest marketing catchphrases, technical jargon, or corporate buzzwords in a row to get Bingo.

Some of you may have heard about or have downloaded the latest app called "Buzzword Bingo." The game allows people to challenge coworkers during conferences or meetings to see who can get five of the latest marketing catchphrases, technical jargon, or corporate buzzwords in a row to get Bingo.While many of us can assuredly count on "monetize," "synergy," and "incent" putting points on the board, another phrase may have you yelling "Bingo" in no time: Customer Experience Management.

According to a new study from Beyond Philosophy called "2011 Global Customer Experience Management Survey," "Customer Experience" is often a buzzword in organizations, with many switching over their CRM programs to "experience" departments, and others failing to designate the necessary resources to deliver meaningful customer experiences.

The study includes 53 interviews with CE executives and industry experts, as well as research from 8,000 CE executives from 2,106 "CE-active" companies across 239 countries and regions. Surprisingly the findings show that 78 percent of customer experience executives were redeployed with no background in the customer experience practice.

In this economy, where the popularity of television shows like TLC's "Extreme Couponing" are a reflection of the loyalty challenges imposed upon retailers, delivering a unique, relevant, and customizable customer experience is the difference between staying in business or failing. It bridges the gap between customers simply being satisfied and becoming truly loyal fans.

So don't get caught up in the buzzword craze. Designate proper resources to your customer experience organizations, assign customer champions to continually communicate the importance of delivering optimal experiences, and invest in solutions that will help you deliver and carry out your strategies. And finally, avoid any chances of your coworkers or employees yelling "Bingo" at the next staff meeting.

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EXPERT OPINION