A Customer experience management (CEM) solution is an incredibly powerful tool to grow your business. With a CEM you can understand your customer needs better, resolve their issues faster and cross-sell more efficiently.
A CEM solution’s influence spans across all customer facing departments such as marketing, sales and customer support. Feedback from CEM can affect all the sections of the company, right from the CXOs to the frontline staff.
Implementing such a powerful system in place comes with its own set of challenges. These challenges could be people related, technology related or business process related. Let’s go you through the different issues that companies face, and ways to resolve them.
Making it a business project and not merely a software project
Implementing a customer experience management (CEM) solution can never be confined to the IT department. Committing to improving customer experience is a business philosophy. It is a strategy, implemented using a software solution that covers all customer facing departments like sales, marketing, customer service, etc. It cannot be delegated to the IT department without the true understanding of how it will be used in the organization. Any company that aims to do so will fail – sooner or later.
For this business project to succeed, all the departments involved should be convinced of its merits and advantages. The success of a CEM solution depends, for the most part, on the employees who record customer interactions. It is important for these employees to believe in the benefits of a CEM system, and make them use it proactively.
Centralizing data collection and recording
CEM systems are a fairly new development in the realm of corporate digitization. When a CEM system is brought on board, it needs to integrate with the existing CRM and other solutions used by different departments.
The sole purpose of a CEM is to elevate the customer experience by eliminating departmental silos. Hence, it is important for the CEM software to be in sync with all the data collection systems. Data collection needs to be centralised for the company to be able to draw meaningful patterns and conclusions from customer interactions.
Companies face a lot of challenges while migrating data from different sources to a single system. Data integrity issues and uncertainty over “single source of truth” are quite common. However, it is important to complete the task of data migration to a single system, to reap the benefits of CEM.
Transforming existing business processes
When employees are not fully sold on the idea of customer experience management, they treat the CEM software as just a technology, instead of a business transformation tool. They won’t be flexible in changing the existing way of doing things. They would not be willing to give up entrenched (bad) business practices and adopting best practices that the CEM enables. The management also needs to make sure that the implementation is not overly disruptive of existing business practices.
The only way to keep the transformation as smooth as possible is to help employees recognize the transformative power of CEM. They need to be brought into the loop and taken through the benefits the CEM will have in their daily activities. Enlisting a sponsor from executive management early on also helps this process.
Closing the feedback loop
When data from CEM is analysed, and meaningful conclusions drawn, all the departments need to give those insights a high priority. They need to look at the results objectively and give the suggestions an honest try. Senior management needs to put processes in place, where the suggestions given by the CEM software are not overridden unless a documented exception process is followed.