In the entertainment industry, Disney has been one of the most visible companies for decades, staying there, in part, because of its strong customer experience strategies. That focus on customer experience can be seen in the unveiling of Disney's New Fantasyland park.
The first lesson to note is the company's strong emphasis on employee engagement as a driver of customer experience improvement. While some theme parks can suffer from complaints regarding cleanliness or apathetic staff members, Disney executives push a different culture from the top down.
It’s no secret that creating a positive customer experience can have a positive ripple effect throughout an organization, improving customer retention and boosting a company’s bottom line. However, at the same time, developing a reputation for a strong and productive customer experience can help improve pricing as well.
A recent study from Oracle found that many customers were willing to spend more for better service. While the results were drawn from a survey of online shopping customers, the lessons can still have valuable customer satisfaction lessons for B2B relationships.
When considering customer experience management solutions, some companies feel that social media is more useful for consumer-facing companies than B2B relationships. In fact, social media plays an important role in customer satisfaction regardless of the business model.
At a basic level, social media platforms can be a channel for companies to identify complaints and address them directly, particularly if they relate to technical problems customer service representatives can handle quickly. Companies can set up alerts to notice company mentions on social media and respond to customers promptly.
The term customer experience management is basically a new twist on familiar concepts of customer service, customer satisfaction and customer loyalty. These terms are normally associated with a company's contact center operations. But truly effective CEM strategies need to become part of an organization's "DNA," since CEM can make a significant impact on the business as a whole.
The idea behind focusing a great deal of attention on the customer experience is simply the fact that customers – not products and services – are the source of all revenue and profits.