One of the most recent trends organisations are starting to look at is creating a “customer experience strategy”. “Customer Experience Management” is management-speak for generating customer advocacy, brand loyalty and an emotional attachment to a product or company.
With so many people describing their experiences as customers via Social Web sites, Blogs and other media, it’s becoming increasingly important to ensure customers have a positive experience when they engage with your organisation.
Shaun Smith of Smith+Co, a specialist in this field, talks about the steps towards customer loyalty as being like a staircase:
Another player in this field, The Service and Support Professionals Association, has identified three critical components for creating customer loyalty:
- Bonding. They argue the quickest way to bond with a customer is to offer the right answer and a positive service experience, every time.
- Empowerment. Empowering customers means changing the way they receive support and freeing them from the burden of long, complex diagnostics.
According to Smith, this means organisations need to:
- Discover what customers truly value
- Lead, rather than simply manage and respond
To this end, Citrix is promoting its remote desktop software as a way of improving customers’ experiences when they engage with hotlines and support desks.
However, if we accept this extends to the other means by which customers seek help, then perhaps organisations should also consider user documentation when budgeting for and developing a customer experience strategy for your organisation. Perhaps, also Technical Authors should consider “Customer Experience Management” when developing the documentation.