{"id":1884,"date":"2019-05-15T10:51:54","date_gmt":"2019-05-15T08:51:54","guid":{"rendered":"https:\/\/myy.fi\/?p=1884"},"modified":"2019-06-07T16:30:26","modified_gmt":"2019-06-07T14:30:26","slug":"customer-experience-management-unused-potential-2","status":"publish","type":"post","link":"https:\/\/myy.fi\/en\/customer-experience-management-unused-potential-2\/","title":{"rendered":"Customer experience management &#8211; unused potential"},"content":{"rendered":"<p><em><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1352\" src=\"https:\/\/myy.fi\/wp-content\/uploads\/2019\/02\/pexels-photo-958165.jpeg\" alt=\"tea-flowers\" width=\"760\" height=\"507\" \/><\/em><\/p>\n<p><a href=\"https:\/\/www.gartner.com\/it-glossary\/customer-experience-management-cem\">Gartner<\/a> defines customer experience management (CEM) as \u201cthe practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty and advocacy.\u201d CEM is all about knowing your customers so well that you can create and deliver personalised experiences that entice deep brand loyalty and make your customers advocate for your brand. Good customer experience has tangible value, as it can<\/p>\n<ul>\n<li>Reinforce brand preference. Loyal customers don\u2019t only choose your brand over the others, but <a href=\"https:\/\/www.customerthermometer.com\/customer-retention-ideas\/brand-loyalty-statistics-2017\/\">they are also less price sensitive<\/a>.<\/li>\n<li>Reduce customer churn. The cost of acquiring new customers exceeds the cost of keeping your existing ones.<\/li>\n<li>Inspire word of mouth. Recommendations from friends and family is the most effective form of marketing \u2013 <a href=\"https:\/\/blog.hubspot.com\/blog\/tabid\/6307\/bid\/30239\/71-More-Likely-to-Purchase-Based-on-Social-Media-Referrals-Infographic.aspx?__hstc=191390709.bec0245d60f3a59be30756b2983af5cb.1539329877653.1539329877653.1540214111432.2&amp;__hssc=191390709.1.1540214111432&amp;__hsfp=4264652832\">90 % of people say they believe them<\/a>!<\/li>\n<li>Boost revenue through incremental sales to existing customers and new sales generated by positive word of mouth<\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.pwc.com\/us\/en\/advisory-services\/publications\/consumer-intelligence-series\/pwc-consumer-intelligence-series-customer-experience.pdf\">A 2018 report by PwC<\/a> noted that there is a significant gap between the experience customers received and what they expected \u2013 that\u2019s your sweet spot.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1885\" src=\"https:\/\/myy.fi\/wp-content\/uploads\/2019\/05\/Picture1.png\" alt=\"expectations-gap\" width=\"616\" height=\"618\" \/><\/p>\n<p><strong>Expectation gap: What you think customers want vs what they really want<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/www.edelman.com\/p\/6-a-m\/brandshare-consumers-new-expectation-brands\">A study by Edelman<\/a> found that 87 % of customers want a more meaningful relationship with brands, but only 17 % think that the brands are delivering. There is great potential for those who manage to close the expectation gap: <a href=\"http:\/\/www.oracle.com\/us\/products\/applications\/cust-exp-impact-report-epss-1560493.pdf\">86 % of customers are ready to pay more for a better customer experience.<\/a><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1887\" src=\"https:\/\/myy.fi\/wp-content\/uploads\/2019\/05\/Picture1-1.png\" alt=\"misaligned-cx\" width=\"1002\" height=\"681\" srcset=\"https:\/\/myy.fi\/wp-content\/uploads\/2019\/05\/Picture1-1.png 1002w, https:\/\/myy.fi\/wp-content\/uploads\/2019\/05\/Picture1-1-768x522.png 768w\" sizes=\"auto, (max-width: 1002px) 100vw, 1002px\" \/><\/p>\n<p>The difference between what customers expect from a brand and what the company thinks and perceives they are delivering is the root source for the expectation gap. Instead of fancy design or uniqueness of experience <a href=\"https:\/\/www.pwc.com\/us\/en\/advisory-services\/publications\/consumer-intelligence-series\/pwc-consumer-intelligence-series-customer-experience.pdf\">the core factors<\/a> attributing to positive customer experience are efficiency, convenience, friendly service and knowledgeable employees. <a href=\"https:\/\/www.pwc.com\/us\/en\/advisory-services\/publications\/consumer-intelligence-series\/pwc-consumer-intelligence-series-customer-experience.pdf\">According to PwC<\/a> only 46 % of consumers say that the employees they interact with understand their needs and 60 % will stop doing business with a brand that doesn\u2019t provide friendly service.<\/p>\n<p>Get to know your customers. Customer insights are the key to stellar customer experience!<\/p>\n<p>&nbsp;<\/p>\n<h4><em>Not sure what causes your expectations gap? We\u2019re happy to help you with the analysis!<\/em><\/h4>\n","protected":false},"excerpt":{"rendered":"<p>Gartner defines customer experience management (CEM) as \u201cthe practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty and advocacy.\u201d CEM is all about knowing your customers so well that you can create and deliver personalised experiences that entice deep brand loyalty and make your &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/myy.fi\/en\/customer-experience-management-unused-potential-2\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Customer experience management &#8211; unused potential&#8221;<\/span><\/a><\/p>\n","protected":false},"author":10,"featured_media":1352,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[48],"class_list":["post-1884","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategic-communications","tag-customer-experience"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Customer experience management - unused potential &#8211; Myy Agency<\/title>\n<meta name=\"description\" content=\"Customers whose expectations are met by your brand will commit to your brand and evangelise it to others \u2013 and that\u2019s the most effective form of marketing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/myy.fi\/en\/customer-experience-management-unused-potential-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Customer experience management - unused potential &#8211; Myy Agency\" \/>\n<meta property=\"og:description\" content=\"Customers whose expectations are met by your brand will commit to your brand and evangelise it to others \u2013 and that\u2019s the most effective form of marketing.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/myy.fi\/en\/customer-experience-management-unused-potential-2\/\" \/>\n<meta property=\"og:site_name\" content=\"Myy Agency\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/myyagency\/\" \/>\n<meta property=\"article:published_time\" content=\"2019-05-15T08:51:54+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-06-07T14:30:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/myy.fi\/wp-content\/uploads\/2019\/02\/pexels-photo-958165.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"760\" \/>\n\t<meta property=\"og:image:height\" content=\"507\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Myy Agency\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@MyyAgency\" \/>\n<meta name=\"twitter:site\" content=\"@MyyAgency\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Myy Agency\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/myy.fi\/en\/customer-experience-management-unused-potential-2\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/myy.fi\/en\/customer-experience-management-unused-potential-2\/\"},\"author\":{\"name\":\"Myy Agency\",\"@id\":\"https:\/\/myy.fi\/#\/schema\/person\/ec94a7c62ad4976f34c153a17c979efb\"},\"headline\":\"Customer experience management &#8211; 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