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Managing Customer Experience - Part 1

By Adewale Oluwayemisi
First published on Marketingdigest.blog.com on 21. May, 2016
The world of marketing is dynamically paced, with customer becoming more powerful and value driven, organizations are having to
A dissatisfied customer
 redefine how are they will able to meet customer expectations.
This has shifted the need to rely solely on having a good offering to offer to the customer, rather organizations are having to reinvent their strategies aim building and sustaining competitive advantage to focus on delivering a continously customer enhanced experience.
1. Identify your customers and potential customer
Designing a satisfying customer experience starts with identifying our existing and potential customers, after which we will put them in the appropriate segments for ease of service and communication.
2. Develop an understanding of customer expectations
Having segment our customer we need to build a satisfying customer experience for our organization, we need to have a clear understanding of the expectations of the existing customers, potential customers, internal customers and other stakeholders.
3. Map the customer Journey and Review our marketing mix
We need to map all the steps that customers take to obtain our products and services up to the points of use and disposal, with a view to develop an understanding  of their expectations at each interface vis a vis a review of our marketing mix to identify how it’s been impacted on/ by our touch points.
Why do we need to map our customer journey?
The essence of mapping the customer journey is to be able to identify the  process and the level of interface quality that customers received in their interaction with an organization's workforce and at each touch points. Been able to thoroughly identify expectations through out the customer journey and how the organization is measuring up at delivering satisfaction is a good sign post to identifying where value is been created, captured or destroyed in the course of strategic implementation in the organization.
Sometimes, customer journey mapping may sign post a process redesign or amendment. At any point and whichever one is necessary, the person at the helm need to take the 'outside in approach' in ensuring that the new process are customer expectation driven and organization resource compliant, invariably put the holistic marketing orientation adoption will ensure a focus on long term objective achievement and sustenance in the face of new competition.
4. The Touch points

These are touch points through which customers find information about products, services, brands, ideas and organizations. These touch points includes social media, brand community, marketing communication opinion leaders, influence group, organization own websites, etc.
B. Purchase touch points
Purchase touch points deals with platforms that facilitate exchange and interface during the purchase period, and they include POS terminal, website purchase, in store and field interactions with sales person, etc.
C. Post purchase touch points
These are touch points through which customers could continue to interact with the organization long after their purchased of the organization's offerings or in continuation of fostering relationships.
To be continued

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