Rockville, Md., May 28, 2015 —Topdown®, the leading provider of customer correspondence and document automation software, announced today the company will host a free webinar on June 9, 2015 at 2pm Eastern (11am Pacific), featuring Craig Le Clair and Ted Schadler, leading analysts from Forrester Research, Inc. serving enterprise architecture and application development and delivery professionals.
Three Forrester analysts focusing on customer experience (CX) – Megan Burns, Maxie Schmidt-Subramanian and Allegra Burnette – have recently published reports about how top CX performers create consistently positive customer experiences that drive revenues and positive word of mouth for their brands.
In order to deliver exceptional customer experience (CX), you have to be able to look at things from a customer’s point of view. This helps you anticipate, meet and exceed their needs and expectations. To do this, imagine that you are one of your own customers and walk through a typical customer journey with your brand, pausing to examine and evaluate each touchpoint along the way. Periodically ask yourself if you would continue to do business with your company if you were one of its customers.
In the “Age of the Customer,” who’s really in the driver’s seat? Over the past decade, customers have wrested control of their own experiences, leaving businesses to scramble and play catch-up. In a time where information about a company is only a click away, customers are in charge of the content they want, how they receive it and the service destination of their choice. The days of corporations possessing monolithic, impenetrable personas are gone. With such personalized, instant interactions, especially through social media channels, customers are engaging on a one-to-one basis—instantly. They expect fast, accurate and superior service. A customer’s endorsement or complaint is now out there for all the world to see.
We’ve been posting quite a bit lately about the importance of providing integrated, consistent, and personalized customer communications across multiple channels throughout the customer journey. Let’s take a deeper dive and look at each stage of the entire customer life cycle in a bit more detail, paying particular attention to why each piece is important, and how you can meet your customers most effectively in that stage of their relationship with your company.
In our many years of serving the customer communications needs of a wide variety of companies, we’ve seen all kinds of approaches to administering a customer communication management (CCM) software solution. Sometimes a particular department or business unit owns and runs the software. Sometimes it’s the IT department or a marketing technologist. Occasionally there’s no one in the organization who’s assigned particular responsibility for overseeing CCM implementation. There are many ways to administer a customer communications solution, and some are more effective than others. It just depends on your company’s structure and what works best for you. Our Professional Services Group (PSG) works with all kinds of customers, and we adapt to each one.