Tuesday, February 18, 2014

The Voice of Customer

In any CRM initiative, the customer experience is a very critical component and each touchpoint with a customer adds to the overall customer experience. The following is an excerpt from a Gartner article (G00277665):

With each encounter, customers draw positive, negative or indifferent conclusions, whether from their personal encounters with the organization's employees or with their usage of the organization's customer-facing technologies. The customer experience, often ignored or overlooked in CRM initiatives, can no longer be avoided if a company wishes to be competitive and maintain the quality of its brand. Managing these experiences has become imperative. As the customer experience improves, customers become more satisfied and loyal, which improves customer retention, increases sales and reduces marketing cost.

At Pepperdine University, we pride ourselves in the relationships that we build and maintain. Our CRM initiative, titled "Engaging Waves," needs to be designed with our constituents at the center of all we do across the constituent's life cycle. The article further shares that:

A poor experience will affect customer satisfaction and loyalty negatively. Worse yet, it could damage a brand. The growth of consumer usage of social and mobile channels, along with the rapidly growing practice of using external communities to get recommendations of companies, products and services, enables customers to magnify and possibly distort their dissatisfaction. The ability for an unhappy customer to amplify a negative experience online to the world has exponentially elevated the importance of a positive experience for every customer encounter.

It has become imperative for us to listen to and capture the voice of our customers so that we can tailor and coordinate our services to meet their needs. To build brand and loyalty with Pepperdine constituents, our relationships with them must start from the beginning and continue through the life cycle. As one institution, our efforts need to be very well coordinated and executed so as to deliver optimum results and customer experience.

Improved Campus Experience = Improved Satisfaction = Improved Institution and Student Success

No comments:

Post a Comment