Customer experience management is the managing of customer interactions, feelings and emotions at every touchpoint. These interactions and feelings define the customer's future behaviour and perceptions about the offering. Companies can use these touchpoint interactions as a source of competitive advantage. Companies can embark on a journey of experience management by understanding needs and insights about customer's behaviour. These are gathered through interactions, observations and structured surveys. Such feedback from customers is called Voice of Customer (VoC). Another source of understanding customers is employees who are involved in these interactions and also product and service delivery. Understanding employees is equally important. Companies need to even collate their feedback regarding problems in delivery and servicing, customers' expectations versus perceptions. Organisations committed to creating superior customer experience invest in tools like surveys, employee interactions both in formal and informal context to gather voice of the employee (VoE). Finally, both VoC and VoE have to be evaluated in a business context to define processes and measure the effectiveness of these processes. The voice of the process or VoP helps to understand the difference between customer perceptions and process performance. It gives an estimate of error and suggests methods for improving process efficiency.
This chapter explains the three essential ingredients that go into experience management, the tools used to collect information and how can these be used to design a superior and fulfilling experience for customers.
Aggarwal, A. (2021), "Recipe for a Great Customer Experience: The Three Voices – Voice of Customer (VoC), Voice of Employee (VoE) and Voice of Process (VoP)", Popli, S. and Rishi, B. (Ed.) Crafting Customer Experience Strategy, Emerald Publishing Limited, Leeds, pp. 65-90. https://doi.org/10.1108/978-1-83909-710-220211005
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