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Experience Management And Innovation.

Part of the CX Centric Customer Centricity Maturity Model

WHAT IS EXPERIENCE MANAGEMENT AND INNOVATION?

So many organizations focus on operational metrics and internal KPIs and forget about the customer. This gives customer-centric companies a big opportunity to differentiate themselves and drive growth. The experiences that a company provides must be managed and leveraged effectively taking into account both the customer and the organization’s needs. This means having a clear picture of the experiences you create, innovating these experiences, and controlling them to ensure they remain competitive.

Three Dimensions of Experience Management and Innovation

understand and control experience

UNDERSTAND AND CONTROL EXPERIENCE

Identifying customer challenges, and opportunities for improvement. As well as key touchpoints and moments of truths in the customer journey.

methodology for experience innovation

METHODOLOGY FOR EXPERIENCE INNOVATION

A customer-centric organization provides the right environment, structures, and processes to promote creativity. Including establishing a well-defined design process each time an experience is created or changed.

experience governance

EXPERIENCE GOVERNANCE

Having clear processes and structures in place to ensure those customer insights are turned into profitable actions for your business. Enabling your organization to deliver on its Customer Vision.

WHY IS EXPERIENCE MANAGEMENT AND INNOVATION IMPORTANT?

  • Drives customer loyalty
  • Creates a sustainable competitive advantage, by combining both rational and emotional experiences and managing company touchpoints efficiently and effectively.
  • Higher customer retention
  • Increased brand equity
  • Reduced customer churn
  • Higher Customer lifetime value
  • Helps organizations to gain in-depth insights into customers’ requirements across different channels.

TRAINING OFFER

Interested in Training on Customer Experience?

We have a strong selection of workshops available to support you and your team.

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LEARN ABOUT 
CUSTOMER-CENTRIC LEADERSHIP
LEARN ABOUT TECHNOLOGY AND INSIGHTS 

REFERENCES

  • Du Plessis, L., & de Vries, M. (2016). TOWARDS A HOLISTIC CUSTOMER EXPERIENCE MANAGEMENT FRAMEWORK FOR ENTERPRISES. South African Journal of Industrial Engineering, 27(3), 23-36.
  • Hwang, J., & Seo, S. (2016). A critical review of research on customer experience management. International Journal of Contemporary Hospitality Management, 28(10), 2218-2246.
  • Palmer, A. (2010). Customer experience management: A critical review of an emerging idea. The Journal of Services Marketing, 24(3), 196-208.
  • Peak, D. A., Guynes, C. S., Prybutok, V. R., & Xu, C. (2011). ALIGNING INFORMATION TECHNOLOGY WITH BUSINESS STRATEGY: AN ACTION RESEARCH APPROACH: JITCAR. Journal of Information Technology Case and Application Research, 13(1), 16-42.
  • Teixeira, J., Patrício, L., Nunes, N. J., Nóbrega, L., Fisk, R. P., & Constantine, L. (2012). Customer experience modelling: From customer experience to service design. Journal of Service Management, 23(3), 362-376.
  • Kiska, J. (2002). Customer experience management: The management accounting magazine. CMA Management, 76(7), 28-30.
  • Verleye, K. (2015). The co-creation experience from the customer perspective: Its measurement and determinants. Journal of Service Management, 26(2), 321-342.12(4), 888-91

Want to take the CX Centric Customer Centricity Maturity Assessment?

Learn where you are today with a proven framework, create a roadmap to transform your Customer Experience today.

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