Can your CEM program win customers for life?

By: Lisa Sigler

October 18, 2016

CEM Programs
Customer Engagement
employee experience

Every company’s customer experience team is going to have different goals. Most of them, however, have this one thing in common: they want to keep their customers around as long as possible. Can your customer experience management program possibly retain customers for life?

Get your employees on board
For any customer experience program to succeed, everybody must be pulling in the same direction. A customer-first culture requires leaders to get consensus on customer experience priorities.   In order to win customers for life, every employee needs to understand the CX strategy that puts customers first.

Empower your managers
Your executives may develop a customer-first strategy, but you won’t gain customers for life without your managers. Managers must be modeling, coaching, and rewarding customer-centric behavior from your frontline teams.

Your managers also play a key role in getting feedback from employees and customers. Company leadership can use that information to make improvements to the customer experience.

Train managers and then give them the power to make customer-facing decisions. This is a simple step to make in order to retain loyal customers.

Align the customer experience with the employee experience
In most big companies, top leadership is removed from the day-to-day interactions with customers. So when executives make changes to the customer experience, it sometimes leaves employees confused, frustrated, or even unable to do their jobs.

On the flip side, happy employees make the customer experience better. They do this both by being pleasant to interact with, and because they care about making customers happy. Employees often have the best ideas about what to improve, because they work directly with customers every day.

Make no mistake—the customer experience is entirely dependent on your employees. You can never really win your customer’s loyalty unless you have an engaged workforce.

Once you’ve addressed these internal issues, you can begin providing the outstanding level of customer experience that builds your business. Your brand can become known for delighting customers and being a great place to work. Using customer and employee feedback to then develop products and solutions that people love is the key. That’s how you use your CEM program to win customers for life.

Clarabridge is delighted to have Gary Magenta, Organizational Transformation Expert & Chief Change Architect from Root Inc., presenting a series of webinars on “Customers for Life.”  Register here to attend.

Lisa Sigler is Sr. Manager of Content Marketing at Clarabridge. For over 16 years, Lisa has used her writing and editorial skills to bring the value of technology to life. Today, she works to demonstrate Clarabridge’s position as thought leader and trailblazer in the Customer Experience Management market. Lisa holds a B.A. of English from Kent State University. Read more from Lisa on Twitter @siglerLis.