Customer Experience Management
Develop and implement a cohesive end-to-end customer journey and experience to engage a population of customers with changing profiles, demands and buying patterns
Type
Functional
Competency Area
Sales and Marketing
Levels
Recognise customer profiles and preferences, and execute the customer engagement strategy, creating a positive customer experience
Conduct research on customer profiles and preferences
Recognise the diverse range of customers and their needs, preferences and expectations
Track customers changing demands and needs
Execute the customer engagement strategy based on immediate targets and guidelines set
Communicate daily with customers on an appropriate level
Create a positive customer experience by offering customised service
Apply set indicators to measure and track level of customer engagement and interaction
Analyse implications of customer profiles, requirements and buying patterns on organisation's marketing strategy
Analyse customer data and research to ascertain implications on organisation's products and marketing strategy
Apply customer segment analysis tools to understand make-up, requirements and buying patterns of different segments
Propose customer engagement initiatives for specific products based on insights
Align specific customer engagement activities with overall customer journey
Oversee customer communications
Determine indicators to capture and measure customer engagement
Direct the operating rhythm for customer management processes and establish key touchpoints and interactive experiences
Oversee customer behaviour analysis
Integrate key findings from customer research and analysis into customer engagement strategy
Support the development of an overarching customer experience
Design interactive experiences and processes that engage the customers, in ensuring alignment with overarching customer journey
Establish key touchpoints with customers throughout the customer journey
Direct operating rhythm and standard protocol or guidelines for customer management and engagement processes
Oversee end-to-end customer lifecycle management
Evaluate effectiveness of customer engagement initiatives
Recommend possible enhancements to customer engagement strategy and tactics
Establish a cohesive customer journey in line with evolving customer demands, and integrate the customer experience with the brand.
Anticipate future changes in customer demands and needs, and their potential impact on marketing strategy
Establish a cohesive, overarching customer journey and experience
Integrate the designed customer experience with the organisation brand and other sales and marketing departments
Integrate the customer experience with the business and digital strategy
Translate the desired customer experience into a service operations plan
Formulate strategies to monitor progress in achieving customer engagement and satisfaction
Evaluate effectiveness of customer experience strategy
Lead refinements or significant changes in direction to the overall customer experience and engagement strategy
Establish strategy to manage the customer lifecycle from end-to-end