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Customer Experience Management is About Building Relationships

In its most apt definition, “experience” is about the process of living through an event. Customer Experience Management is a much touted word which spells variations ranging from “excite the customer” to “retain the customer”. Between this continuum, is a process, a set of events that a customer goes through which defines his or her “experience” is.

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Customer Experience Management is the close alignment of  processes which ensures sales and marketing teams support their rhetorics and deliver organisational results. A customer experience builds from the first cold-call or meeting and lasts for infinitum. Here is where relationships become the core of the experience. Relationships build trust and provide customers with confidence.

So, it’s not always about the product or service? The simple answer is No. While a company will be cooking up cool products and services with a “wow factor”, conversation of a wow to a purchase order is a completely different challenge. I have seen umpteen companies selling average looking mediocre products, but have been crafted by listening intently to customers over a period of time. In almost all instances, the customer bought the “experience” and not the product.

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I have also heard success stories from my peers and ex-colleagues on how they have pursued building stronger relationships with customers who did not buy their products than the ones who actually did, to succeed in the long run.

Customers are humans and like having trusted individuals around them.  Organisations need to build the “wows” in their relationships, engagements and customer experience management models to succeed in todays world. Products and services will come and go. What will stay ad infinitum will be relationships.

 

Girish Gopalakrishnan heads Delivery for Appeariton Pty limited. He can be reached on girish.gopalakrishnan@appearition.com

Appearition is a frontier technology company with focus on AR and VR applications. Headquartered in Melbourne (Australia) with offices in Portland (USA), Chennai and Pune (India). If you would like to find out more about augmented reality, contact us here.