A guide to Customer Experience Management

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Your complete guide to Customer Experience Management.

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Customer experience is an integral part of a service, but is often overlooked by service providers. For customers, it can be the deciding factor between choosing a service provider or going to their competitor. Investing in customer experience management can be the key in improving your business results. Learn more about it here.



What Is Customer Experience Management and Why Is It Important?

Customer experience management (CEM or CXM) is becoming one of the key differentiators for any brand. Businesses that ignore to invest in customer experience management struggle to survive. Consumers have come to expect more than a transaction from the companies they choose to interact with, they expect a positive experience. So what is customer experience management and why does it matter?

Customer experience is defined as the customers’ perceptions – both conscious and subconscious – of their relationship with a brand resulting from all their interactions with the brand during the customer life cycle. As for customer experience management, Gartner sums it up pretty well in their definition:

“Customer experience management (CXM) is the discipline of understanding customers and deploying strategic plans that enable cross-functional efforts and customer-centric culture to improve satisfaction, loyalty, and advocacy.”

Customer experience management is about knowing the customers so completely that it is possible to create and deliver personalized, seamless experiences that will entice them to not only remain loyal but also evangelize to others. That’s the most valuable form of advertising there is.

The top three reasons businesses invest in customer experience management are:

  1. To improve customer retention
  2. To improve customer satisfaction
  3. To increase cross-selling and up-selling opportunities

What Makes a Great Customer Experience?

Great customer experience is made up of positive interactions with a brand in all instances, for example, the ability to easily connect through multiple channels, easy-to-use self-service options, well-targeted marketing offers, and loyalty to be rewarded. As customers have high demands it is increasingly important to be able to provide a seamless experience throughout the customer journey.

When it comes to access to services, most customers expect:

  • A smooth process, from start to end
  • To have their time valued
  • Pleasant staff and interaction
  • Knowledgeable and resourceful staff that can help them get the service in an efficient way
  • Clarity and certainty about the whole process

The Importance of Customer Experience Management

So why is customer experience management important? Well, it has been proven that companies that successfully implement a customer experience strategy achieve:

  • Increased staff and customer satisfaction
  • Reduced customer churn
  • Sales growth
  • Cost reductions
  • Productivity improvements

Customers that are happy with you and the product or service that you provide are more likely to become loyal repeat customers that recommend you to others via reviews and word-of-mouth. Most customers are even willing to pay more for a better customer experience.

It’s hard to think of a business that does not benefit from having a great customer experience. In fact, it is a differentiator. The customer has the power, not the seller. There are plenty of options to choose from in today’s market and if they don’t like you, they can easily move on to someone else.

How to Improve Customer Experience

So how do you improve your customer experience?

First of all, you have to get to know your customers and identify the key touchpoints along your customer journey, both in real-life and the digital touchpoints. It’s through customer feedback and analysis of data that you will get a clear picture of your customers’ wants and needs and be able to identify pain points in your customer journey.

Then create a straightforward customer experience vision that you can communicate with your organization to get the entire staff on board. The best results are achieved when everyone has a clear picture of the current situation, the goals, and what needs to be done to reach those goals.

Provide a seamless experience, online as well as offline

Customers expect an omnichannel experience with seamless service between communication methods. Online as well as offline.

A good place to start is by making a customer journey map to understand the entire customer journey. When you understand every touchpoint your customers have with your brand, you can focus on making each one of those touchpoints a positive experience and remove any obstacles.

Customer journey map – what it is and how to make one

A customer journey management solution helps you manage the customer experience – before, during, and after services – from appointment booking and arrival to service delivery and collecting customer feedback.

Arrival management: Moving visitors from online to an in-person visit

Solution: Customer journey management

Manage expectations

Customer expectations are created in the minds of customers and are influenced by previous experiences with you and with other companies, your outbound communication, reviews, and word of mouth. Customer expectations vary between different types of businesses/services. Having an understanding of how customer expectations work in your industry, and how they form and change over time is a great foundation for managing them.

Lack of clarity in communication has been widely cited as an issue that negatively affects the customer experience. To help manage expectations, always make sure that the communication that you provide is clear and honest. For example, use language and tone of voice that is appropriate for your customers, train service agents and staff properly, and communicate expected wait times and other important information in real-time, for example with messaging services and digital signage.

Offer flexibility and easy access

Customers crave personalized interactions and convenience in their interactions with businesses and service providers. They have come to expect a multitude of channels where they can interact with your brand at a time that suits them best.

An online appointment booking gives your customers easy access to your services anywhere, anytime and the flexibility to schedule appointments at any time of day, without being limited by office hours or having to wait on the phone.

Appointment scheduling solution: What you need to know

Take away customers’ uncertainty by keeping them informed

Customer uncertainty arises when customers have incomplete or missing information. Take away customers’ uncertainty by keeping them informed every step of the way with regular messaging.

Messaging services and digital signage help keep customers in the loop at all touchpoints so they know what to expect and what to do every step of the way.

Reduce wait times, perceived as well as actual

No one likes waiting, especially if they don’t know how long they’re going to be waiting. Understanding why you might be struggling with long wait times gives you an idea of which solutions might benefit your operation.

Technical solutions such as an online appointment scheduling system and self check-in kiosks help streamline and take some of the pressure off staff. You might also benefit from virtual queueing that lets your customers wait wherever they want. An option that helps reduce perceived wait times.

Waiting in queue: Manage customers’ waiting experience

Tips on how to reduce long wait times

Equip your staff properly

Equip your staff with apps that give them the right information on customer visits to increase efficiency and service quality. Using a mobile or tablet, they have live information at hand while being mobile to greet or serve customers.

Putting mobile-assisted service technology in the hands of your staff

Address negative feedback and fix the problem

If you get negative feedback, it is of the uppermost importance to address it and fix the problem as quickly as possible. By giving the appropriate response you can even turn a negative experience into a positive one.

With customer feedback solutions, you can gather insights into your customers’ wants and needs and meet the ever-growing needs and demands of your customers.

Analyze the data

By integrating business intelligence resources across multiple channels in the customer journey you can build actionable insights that will help you fix problems and amplify things that are already working. This can really help remove friction in the customer journey with journey insights and analytics.

Measuring Customer Experience

It is very important to measure your customer experience, before you make changes/implement solutions and regularly, to make sure that what you are doing is improving your customer experience.

So how do you measure your customer experience? There are several ways.

Analyze customer survey results

Customer surveys provide insights into your customers’ experience with your brand and product/service. Customer surveys can be carried out in the form of simple onsite digital questionnaires with yes or no questions, online surveys, or more complex in-person interviews. Ask your customers how they feel about your products or services, about your level of service, delivery times, your staff – anything that is of importance to your business.

Not getting customer feedback? You’re missing opportunity

Identify the rate and reasons for customers abandoning you

Churn is a part of doing business, but by learning where and why it happens you can prevent it from happening again. Analyze churned customers to see if your churn rate is increasing or decreasing, find reasons for why customers are abandoning you and take action from there.

The loyalty imperative: How BI strengthens relationships and profit

Create a forum for customer suggestions

Create a forum where customers can actively submit ideas to make your offering more useful. This doesn’t mean that you have to take action on every suggestion you receive, but if there are recurring trends, it might be worth looking into.

Analyze support ticket data

If you have a customer support ticketing system, you should also analyze the support tickets. Look for recurring topics, review the possible reasons for those hiccups, and find ways to solve them. It will help decrease the number of tickets and provide a more enjoyable customer experience.

How to choose the best Queue Management System

As a service provider you can choose between less and more complex Queue Management Systems. In this chapter we have highlighted some main things to consider when choosing a supplier and a system. You can use these features to compare different options and discover the system that best suits your needs. 

What to consider when choosing a Queue Management System supplier

The key criteria when selecting a Queue Management System supplier:

  • Proven track record

  • Experience of Queue Management in your industry

  • Understanding your specific visitors’ issues and experience

  • The ability to engage all stakeholders

  • Project management expertise

  • Flexible pricing or total cost of ownership to accommodate your budget and needs, now and in the future

  • Integration support

What to consider when choosing a Queue Management System

Below are some important factors to consider when choosing a Queue Management System:


The solution should ensure that customer data is secured and protected and that there is functionality to assist with GDPR compliance.


Should the solution be able to accommodate growing demands when your organization or service grows, or when customers’ demands expand?

Offer omnichannel solutions

A wide range of demography may require services in physical and/or digital environments, so consider an omnichannel solution that can cater to the requirements through various channels, without any gaps.

Integrated, from pre-arrival through post-service

To improve your customer journey, you need to consider all customer touch points. Ensure your system integrates physical and digital channels seamlessly.  

Collection of data at all touch points

Get the insights needed to improve and streamline your service performance by investing in a system that gather data from all customer touch points.

Ability to match customer needs with employee skills

A more streamlined process that connects customers to the right employee is the key to handle higher demands more efficiently.

Allows third party integration

In the need of customization, the system needs to allow additional third-party features to be built on top if required.

Ability to handle changes without disrupting the flow

A Queue Management System should be able to handle both appointment and walk-in visitors and adapt if someone cancels or comes late.

Easy to configure and possible to personalize the user interface

Organizations are not all the same, and neither are their customers, so the solution should be configurable to manage all the different requirements.

“In the article, Important factors to consider when choosing a queue management system, you can learn more about important things to consider when investing in a Queue Management System. 

Queue Management System price

The price of a queue management system really depends on what the requirements are. It ranges from a simple manual ticketing dispenser all the way to a fully flexible customer journey management solution integrated with the rest of the business.

How to implement a Queue Management System

The supplier installs and configures the system, but there are some steps you need to think about throughout the implementation phase. Below are a few examples of what we recommend organizations to consider when implementing a Queue Management System. 

Identify your business needs

The required functions of a Queue Management System vary among organizations, industries, and countries. Therefore, you'll need to thoroughly identify your needs together with the supplier as the first step.

As stated in the article, How to reduce customer wait times with automation, Steve Jobs once said, “You start with the customer and work backwards with the technology.” When identifying your needs, start with creating a list of all the services you provide. Make sure you separate between the services you provide and the services you perform. It’s a big difference.

Walk the customer journey yourself. By actually going through each customer touch point, you can easily detect gaps and breaks in your customer journey.

Set clear objectives

To ensure high quality, cost savings, and effective timings during the implementation phase, we recommend that organizations mutually agree on objectives and expectations and plan the implementation together with the Queue Management System supplier. 

In the article, How to reduce customer wait times with automation, the author define the service level as the maximum time that it is okay for the customer to wait in a queue. One important objective when implementing a Queue Management System is to define this acceptable wait time for each queue. Then you can configure the system to call the customer closest to the end of his/her service level.

Test the system before launch

After the supplier has configured the software and installed the hardware on your premise, you must get time to test and verify that the solution meets your objectives and expectations.

Develop the right skill sets

To maximize the value of the Queue Management System, your employees must develop the right skill sets. We recommend that you require proper training from your supplier.

Evaluate and refine

Make sure you continually evaluate your results from the Queue Management System. Does it solve your needs and meet your objectives? Have a close dialogue with your supplier to refine if needed. 

On the page, a world-class client success program, you can read more about how we help our customers design, develop, and implement Queue Management Systems. 


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