The language of Customer Experience Management
Customer experience is the crux of any successful business, and how businesses evolve their approach to maintain a positive experience at every touchpoint determines their ongoing success. The technology used to measure the successes and pitfalls of customer experience management is evolving rapidly. The depth and range of data points that can be deployed to provide better journey mapping and experiences for customers, both current and potential, continues to grow. Any customer experience professional working must be keenly aware of new language and tools in order to remain on the cutting edge. We’ve pulled 10 vital terms from the CXictionary, our in-depth glossary of the latest CXM terminology, technology, and methodologies, to keep you at the forefront of customer experience.
Customer Experience Management (CXM/CEM): Customer experience management is the practice of designing and reacting to customer interactions to meet or exceed their expectations, leading to greater customer satisfaction, loyalty, and advocacy. CXM combines core processes like CCM, archiving, and Customer Journey Management to drive business goals through enhanced CX.
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Journey Orchestration: Orchestration coordinates multiple interactions, across all channels, at any time using data analytics, machine learning, and AI to inform next best actions in the customer journey.
Customer Experience Officer (CXO): An executive within the company who is responsible for overseeing the total experience a customer has with the brand or company.
Moments of Truth: The important moments from customers’ point of view. These are instances during the long-term relationship between customer and business that represent a crossroads. Poor results at any of these moments often cause the customer to abandon the company.
Customer-centricity: A business model that places the customer at the center of a company’s approach to business, which means the company understands that creating customer value and truly putting the customer first generates the most overall business value.
Customer Journey Analytics: The process of tracking and analyzing the way customers use combinations of channels to interact with an organization. Analytics solutions give you real time data to identify pain points and critical moments that a customer experiences and informs next best actions to enhance customer experience at every touchpoint.
Omnichannel: A universal customer experience regardless of the channel the customer chooses to engage with the business on. Customers should have seamless interactions across all channels, and especially when using more than one to engage with.
Total customer experience: The complete sum of interactions a customer has with a company before, during, and after a purchase regardless of channel. This also includes customer opinions of marketing messages, products, company employees, and post-sale follow up.
Voice of Customer (VoC): Customers’ feedback about their experiences with and expectations for your products or services. This data is a powerful analytical tool that made up of user behavior data, recorded phone conversations between your frontline staff and your customers, direct customer feedback, discussions in social media. It can provide incredibly honest insight which can be used to solve previously unidentified problems as well as aid in improved updates to products and services.
CX Initiatives: Refers to a company’s internal customer experience goals. These are organized approaches to successful implementation and include the planning, personal involvement, setting KPIs, and investment needs.
It’s not enough to just know these crucial customer experience terms. To keep building and maintaining a firm CX knowledge base download the complete CXictionary so you can better respond to and act on CX scenarios within your company.
