No smart software would make the angry customer less angry. No customer relationship management platform could understand the problem. No sophisticated HubSpot or Salesforce or Marketo algorithm could be able to comprehend that a piece of artwork, brought to a nationwide framing store location in October, wouldn’t be finished before Christmas – as promised. While an online order tracking system would keep the customer informed, it wouldn’t keep the customer satisfied.
Customer Experience Management (CEM). That’s the hot new buzzword for directly engaging the customer. Contrast that with Customer Relationship Management (CRM), which is more about the back-end tracking of customers, leads and orders.
Think about how Amazon.com or FedEx or Netflix keep you constantly informed about what’s happening with your products and services. They have realized that the key to customer success is equally product/service excellence and communications excellence. When I was a kid, you mailed a check and an order form to Sears Roebuck, and a few weeks later a box showed up in the mail. That was great customer service in the 1960s and 1970s. No more. We demand communications. Proactive communications. Effective, empathetic communications.
One of the best ways to make an unhappy customer happy is to empower a human to do whatever it takes to get things right. If possible, that should be the first person the customer talks to, so the problem gets solved as quickly as possible, and without adding “dropped calls” or “too many transfers” to the litany of complaints. A CEM platform should be designed with this is mind.