Customer experience management – what, why, how

Customer experience management – what, why, how

Customer experience is the buzzword of the year. Here's why.

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Customer experience management – what, why, how

Customer experience is the buzzword of the year. Here's why.


By Mette Hjortsø, Senior Consultant, KPMG in Denmark



A customer who has a good experience with a business is more likely to become a loyal customer. And a loyal customer is on average worth up to 10 times as much as their first purchase.


This is just one of many reasons why incorporating a strong customer focus in your business is imperative for differentiating yourself from your competitors.


“80 percent of service organisations believe they deliver a superior customer experience…
… while only 8 percent of their customers agree."


Creating superior customer experiences helps

  • Create a competitive advantage
  • Increase customer satisfaction and referrals
  • Improve customer loyalty
  • Reduce churn



The best way to start managing your customer experience is to define your aspirations; what's the strategy, what's the vision?


Once the overall objectives are agreed upon, you should map your customers' experience. This is usually done using customer journey mapping where interactions are defined for all possible situations. For instance, if you sell products both online and in stores, you should define separate journeys for each as the needs and touchpoints vary greatly.


Having defined the customer journeys, it is usually quite clear which are more important to start working with based on defined pain points and gain points. This makes is clear what customers value the most and will allow you to build solutions that cater to these needs and wishes.


By continuously revisiting customer journeys and working with customer feedback and data, you are able to build your organisation centred around your customers which will give them a unique experience and set you apart from competition.

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© 2016 KPMG Statsautoriseret Revisionspartnerselskab, a Denmark Limited Liability Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.

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