Analysten diskutieren Strategie- und Implementierungsansätze auf dem CRM Summit, 18. bis 19. März 2008, London
Nach Angaben des IT-Marktforschungs- und Beratungsunternehmens Gartner steht auch in diesem Jahr die Akquisition von neuen Kunden auf der Top-Prioritäten-Liste von CIOs. Einer Untersuchung zufolge, in der 1,500 CIOs durch Gartner Executive Programmes (EXP) befragt wurden, sind diese gezwungen, Verkauf, Marketing und Kundenservice zu unterstützen, damit verbesserte Customer Experience ihre Ziele erfüllt. Gartner nennt sieben Initiativen, um Kundenloyalität und -zufriedenheit anzukurbeln.
„Alle sieben Aspekte müssen gemeinsam implementiert werden, um zu einer konstanten Verbesserung von Customer Experience beizutragen“, erklärt Gartner Analyst Ed Thompson.
Customer Experience wird auch ein Schwerpunkt des diesjährigen CRM Summit sein, der vom 18. bis 19. März in London stattfindet.Egham, UK – 28 February 2008 – Targeting, attracting, and retaining new customers will remain a top priority for chief information officers (CIOs) in 2008, according to a worldwide survey of 1,500 CIOs by Gartner Executive Programmes (EXP). CIOs will need to help sales, marketing and customer service to enhance the customer experience to meet this goal.
Many CRM programmes are established with the intention of improving the customer experience but they are often uncoordinated and affect the overall desired “experience” of the brand. Gartner outlines seven types of initiatives that can help organisations focus on specific efforts that, in aggregate, will boost customer loyalty and satisfaction.
“No one project will, by itself, improve the overall experience, but the combination of these seven types of projects, if implemented well, will contribute to the development and perpetual improvement of the organisation's customer experiences,” said Ed Thompson, research vice president at Gartner.
Gartner advises companies to focus their efforts on projects that are doable and critical, while keeping the broader business objective as a future project. The seven fundamental initiatives to help companies improve customer experience are:
Act on feedback, deploy changes and communicate actions to employees and customers
Companies that fail to act on these actions in response to customers’ feedback are throwing away the chance to increase the number of satisfied and loyal customers. “This information is wasted because, in many companies, there’s a disconnect between the desire to listen to customers and the resulting strategies,” said Mr Thompson. Companies should view every contact with customers as an opportunity to deliver brand values and standardise on one business feedback management tool across the organisation and for all communication channels.
Design processes from the outside in
Most process redesign is done with the objective of improving operational efficiencies rather than to improve the customer experience: an inside-out approach. Often these changes are made under the auspices of a quality improvement programme. Yet, some organisations are applying the same quality improvement methodologies to the goal of improving the customer experience. First they identify which processes matter most to customers then set about identifying what to improve: an outside-in approach. At every customer interaction with a company, there is at least one "moment of truth" — an interaction that can disproportionately positively or negatively affect the customer experience. “Organisations must fix one problem at a time and shouldn’t try to fix all broken processes simultaneously. The best organisations just focus on the worst two or three,” he added.
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