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re just to name a few as budget hotels are cheap customers expected the basic elements to be satisfactory and the luxury elements to be non existent if these dimensions did not reach an appropriate standard satisfaction would decline resulting in a negative experience ren wang lin 20 23 16 customer experience management edit customer experience management cem or cxm is the process that companies use to oversee and track all interactions with a customer during their relationship this involves the strategy of building around the needs of individual customers 26 according to jeananne rae companies are realizing that building great consumer experiences is a complex enterprise involving strategy integration of technology orchestrating business models brand management and ceo commitment 27 in 2020 the global cem market was valued at 7 54 billion and is expected to grow with a cagr of 17 5 from 2021 2028 28 top companies in the customer experience industry include 28 adobe clarabridge medallia oracle tech mahindra zendesk according to bernd schmitt the term customer experience management represents the discipline methodology and or process used to comprehensively manage a customer s cross channel exposure interaction and transaction with a company product brand or service 29 harvard business review blogger adam richardson says that a company must define and understand all dimensions of the customer experience in order to have long term success 30 need quotation to verify although 80 of businesses state that they offer a great customer experience according to author james allen this contrasts with the 8 of customers expressing satisfaction with their experience allen asserts that for companies to meet the demands of providing an exceptional customer experience they must be able to execute the three ds designing the correct incentive for the correctly identified consumer offered in an enticing environment delivery a company s ability to focus the entire team across various functions to deliver the proposed experience development ultimately determines a company s success with an emphasis on developing consistency in execution 31 cem has been recognized as the future of the customer service and sales industry companies are using this approach to anticipate customer needs and adopt the mindset of the customer 32 cem depicts a business strategy designed to manage the customer experience and gives benefits to both retailers and customers 33 cem can be monitored through surveys targeted studies observational studies or voice of customer research 34 it captures the instant response of the customer to its encounters with the brand or company customer surveys customer contact data internal operations process and quality data and employee input are all sources of voice of customer data that can be used to quantify the cost of inaction on customer experience issues 35 the aim of cem is to optimize the customer experience by gaining the loyalty of the current customers in a multi channel environment and ensuring they are completely satisfied its also to create advocates of their current customers with potential customers as a word of mouth form of marketing 36 however common efforts at improving cem can have the opposite effect 37 utilizing surroundings includes using visuals displays and interactivity to connect with customers and create an experience kotler et al 2013 p 283 cem can be related to customer journey mapping a concept pioneered by ron zemke and chip bell 38 customer journey mapping is a design tool used to track customers movements through different touchpoints with the business in question it maps out the first encounters people may have with the brand and shows the different routes people can take through the different channels or marketing e g online television magazine newspaper integrated marketing communications imc is also being used to manage the customer experience imc is about sending a consistent message amongst all platforms these platforms include advertising personal selling public relations direct marketing and sales promotion kotler et al 2013 p 495 18 39 40 cem holds great importance in terms of research and showing that academia is not as applicable and usable as the practice behind it typically to make the best use of cem and ensure its accuracy the customer journey must be viewed from the actual perspective of customers not the business or organization 41 it needs to be noted that there isn t a specific set of rules or steps to follow as companies in their various industries will have different strategies therefore development into the conceptual and theoretical aspects is needed based on customers perspectives on the brand experience this can be seen through different scholarly research 42 the reasoning behind the interest in cem increasing so significantly is because businesses are looking for competitive differentiation 43 businesses want to be more profitable and see this as a means to do so hence why businesses want to offer a better experience to their customers and want to manage this process efficiently in order to gain success as a business customers need to be understood in order to fully utilise the models used in practice academic research that is conducted can assist the practical aspect this along with recognising past customer experiences can help manage future experiences a good indicator of customer satisfaction is the net promoter score nps this indicates out of a score of ten if a customer would recommend a business to other people with scores of nine and ten these people are called protractors and will recommend others to the given product but on the other end of the spectrum are detractors those who give the score of zero to six subtracting the detractors from the protractors gives the calculation of advocacy those businesses with higher scores are likely to be more successful and give a better customer experience 36 not all aspects of cem can be controlled by the business e g other people and the influence they have 33 besides there is not much substantial information to support cem claims in terms of academic research managing the communication edit the classical linear communication model includes having one sender or source sending out a message that goes through the media television magazines and then to the receiver the classical linear model is a form of mass marketing that targets a large number of people where only a few may be customers this is a form of non personal communication dahlen et al 2010 p 39 the adjusted model shows the source sending a message either to the media or directly to an opinion leader s and or opinion former model actress credible source trusted figure in society youtuber reviewer which sends a decoded message to the receiver dahlen et al 2010 p 39 the adjusted model is a form of interpersonal communication where feedback is almost instantaneous with receiving the message the adjusted model means that there are many more platforms of marketing with the use of social media which connects people with more touchpoints marketers use the digital experience to enhance the customer experience dahlen et al 2010 p 40 enhancing digital experiences influences changes to the cem the customer journey map and imc the adjusted model allows marketers to communicate a message designed specifically for the followers of the particular opinion leader or opinion former sending a personalised message and creating a digital experience 44 persuasion techniques edit see also persuasion techniques persuasion techniques are used when trying to send a message in order for an experience to take place marcom projects 2007 came up with five mind shapers to show how humans view things the five mind shapers of persuasion include frames only showing what they want you to see a paid ad post setting and context the surrounding objects of items for sale filters previous beliefs that shape thoughts after an interaction social influence how behaviours of others impact us belief placebo effect the expectation mind shapers can be seen through the use of the adjusted communication model it allows the source sender to create a perception for the receiver dahlen lange smith 2010 p 39 mind shapers can take two routes for persuasion central route this route requires a thought process to occur the content of the message is important people think thoroughly about their reaction reply this can be seen in the purchase of homes internet providers insurance companies peripheral route does not require very much thought the brain makes the connection marketers use recognisable cues like logos colours and sounds this type of marketing is used when the decision is about something simple like choosing a drink food petty cacioppo 1981 marketers can use human thought processes and target these to create greater experiences they can do so by either making the process more simple and creating interactive steps to help the process campbell kirmani 2000 45 46 47 customer relationship management edit according to das 48 2007 customer relationship management crm is the establishment development maintenance and optimization of long term mutually valuable relationships between consumers and organizations the official definition of crm by the customer relationship management research center is a strategy used to learn more about the customers needs and behaviours in order to develop stronger relationships with them the purpose of this strategy is to change the approach to customers and improve the experience for the consumer by making the supplier more aware of their buying habits and frequencies the d4 company analysis is an audit tool that considers the four aspects of strategy people technology and processes in the design of a crm strategy the analysis includes four main steps define the existing customer relationship management processes within the company determine the perceptions of how the company manages its customer relationships both internally and externally design the ideal customer relationship management solutions relative to the company or industry deliver a strategy for the implementation of the recommendations based on the findings 48 user experience edit in the classical marketing model marketing is deemed to be a funnel at the beginning of the process in the awareness stage there are many branches competing for the attention of the customer and this number is reduced through the different purchasing stages marketing is an action of pushing the brand through a few touchpoints for example through tv ads since the rise of the world wide web and smartphone applications there are many more touchpoints from new content serving platforms facebook instagram twitter youtube etc individual online presences such as websites forums blogs etc and dedicated smartphone applications as a result this process has become a type of journey the number of brands does not decrease during the process of evaluating and purchasing a product brands not taken into account in the awareness stage may be added during the evaluation or even purchase stage following the post purchase stage there is a return to the first step in the process thus feeding the brand awareness 49 this process may be referred to as the customer journey or the buyer s journey citation needed in relation to customers and the channels which are associated with sales these are multichannel in nature due to the growth and importance of social media and digital advancement these aspects need to be understood by businesses to be successful in this era of customer journeys with tools such as facebook and twitter having such prominence there is a constant stream of data that needs to be analysed to understand this journey 50 business flexibility and responsiveness are vital in the ever changing digital customer environment as customers are constantly connected to businesses and their products customers are now instant product experts due to various digital outlets and form their own opinions on how and where to consume products and services 51 businesses use customer values and create a plan to gain a competitive advantage businesses use the knowledge of customers to guide the customer journey to their products and services 51 due to the shift in customer experience in 2014 wolny charoensuksai highlight three behaviours that show how decisions can be made in this digital journey the zero moment of truth is the first interaction a customer has in connection with a service or product this moment affects the consumer s choice to explore a product further or not at all these moments can occur on any digital device showrooming highlights how a consumer will view a product in a physical store but then decide to exit the store empty handed and buy online instead this consumer decision may be due to the ability to compare multiple prices online on the opposing end of the spectrum is webrooming consumers will research a product online in regards to quality and price but then decide to purchase in store these three channels need to be understood by businesses because customers expect businesses to be readily available to cater to their specific customer needs and purchasing behaviours 50 customer journey mapping edit the customer journey mapping approach for service design was first introduced by oxfordsm at the time called oxford corporate consultants in 1998 in support of eurostar to establish and implement their corporate mission and brand proposition oxfordsm went on to use the approach widely including with the uk government through which the guidance on the technique was publicly published it has subsequently become one of the most widely used tools for service design and has been utilized as a tool for visualizing intangible services 52 53 a customer journey map shows the story of the customer s experience it not only identifies key interactions that the customer has with the organization but it also brings the user s feelings motivations and questions for each of the touchpoints finally a customer journey map has the objective of teaching organizations more about their customers to map a customer journey is important to consider the company s customers buyer persona the customer journey s time frame channels telephone email in app messages social media forums recommendations first actions problem acknowledgment and last actions recommendations or subscription renewal f i customer journey maps are good storytelling conduits they communicate to the brand the journey along with the emotional quotient that the customer experiences at every stage of the buyer journey customer journey maps take into account people s mental models how things should behave the flow of interactions and possible touchpoints they may combine user profiles scenarios and user flows and reflect the thought patterns processes considerations paths and experiences that people go through in t...