How to choose a customer experience management program in 2023

customer experience
Customer Experience management
customer experience management program
customer journey mapping
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Divya Kandwal
November 16, 2022
mins read

So you’ve decided to establish or scale up your customer experience program. You are keenly aware that customer experience will make or break your business. After all, it’s the only real way to stand out from the competition. You’re geared up and start researching customer experience management (Also called CXM) platforms. You ask around. You search on google. The more research you do, the more confused you get. The truth is, there are a ton of CXM solutions in the market right now. Most are indistinguishable from each other. The generalized ‘top 5 CXM solutions of 2022’ lists offer no help. How can one solution- even if it’s the most famous one- be right for businesses of ALL sizes across ALL industries? So we’ve put together this guide to show you how to choose the right CXM solution for your business. 

How to choose a customer experience management program

Step 1- Identify your goal and problem statement

Step 2- Determine the type of solution needed

Step 3- Evaluate the features required

Step 4- Check Pricing 

Step 5- Read reviews and testimonials 

Step 6- Free trial or demo

Step 7- Select the solution and get started

Now that we know the stages of choosing a CXM solution, here are some questions you should ask yourself (and your stakeholders) before the first stage. 

Questions to ask yourself before choosing a CXM program

  1. What is your goal behind obtaining feedback?

This is the most important question. Your goal behind obtaining feedback will dictate what system, features, and support you’ll need. 

At Numr, we believe that the end goal of any CXM program is to boost revenue. However, it’s important to identify micro goals that’ll help you improve your bottom-line with CX data. 

For example, 

  1. Are you trying to identify why your customers aren’t renewing their subscriptions? 
  2. Do you want to discover problem-areas that are making your customers angry and frustrated?
  3. Have you identified issues at an important touchpoint and want deeper insights to solve them?
  4. Do you want to establish and monitor your customer satisfaction trend so you can improve experience year-on-year?
  5. Are you planning on becoming an industry leader with a record-breaking NPS/C-Sat score?

Once you’ve identified your goal (or goals), the next steps will become clearer. 

2. What resources can you allocate for this?

Setting up a new system takes time, resources, and meticulous planning. Before you start shopping around, take a look at the internal resources at your disposal. Usually, you’d at least need a point of contact, and some tech and customer service support. 

Once you know which resources you can allocate from your end, you can pick a CXM partner that will fill in the gaps. 

3. How easily can the CXM solution integrate with your existing processes?

If a CXM solution is too complicated to implement, it might be best to consider an easier solution. Getting the program off the ground quickly is incredibly important. Once the problem has shown promise, improvements can be done on top of it. 

4. How will you use the insights gathered from the program?

A good CXM solution will give you actionable insights for all important touchpoints. This is when your operations and customer support teams will need to get involved. Before vetting CXM solutions, identify what you’ll do with the insights gathered. Are you going to put them into action? Will you use them to benchmark? Will you use them to improve efficiency? 

Remember, customer experience management is not a data-collection exercise.

5. What sort of support do you require?

This is the most important question to determine which CXM solution you should select. Some businesses may only require data segmenting and analysis in Excel. Others may have more sophisticated needs.

Some can probably work with a self-serve CXM solution while others may need a team of dedicated consultants. The size of your organization and your customer base is key to identifying how much support you’ll need from your CXM partner. 

Once you’ve answered these questions, you’ll be able to strike off several CXM solutions. 

The next step is to identify and vet the features that you’ll require for your CXM program. 

Must-have features of a customer experience program

The features that your CXM solution should have depends on your 

  • Goal
  • Customer base
  • Channels that your customers use
  • Team size, and much more

However, there are some features that every CXM solution in 2023 must-have. Look for these must-have features in your customer experience management partner-

  1. Multichannel feedback collection
  2. Omnichannel Customer Journey Mapping tools
  3. Advanced segmentation, analytics, and insights
  4. Real-time, dynamic dashboards 
  5. Alert management system for close looping
  6. Easy integration with existing tech 

Multichannel feedback collection

Customers interact with a business across several different channels (social media, mobile, physical store), sometimes all in a single day. 

A good CXM solution must be able to capture feedback at all these touchpoints.   

Omnichannel customer journey mapping 

A customer journey is never linear. A good CXM solution must have advanced customer journey mapping tools that can monitor behavior across the entire journey, at an individual and an overall level. 

Advanced segmentation, analytics, and insights

A CXM solution in 2023 must come with AI capabilities that empower CX teams to predict customer behavior, churn, revenue, and much more. They should allow for advanced segmentation and personalization. 

Real-time, dynamic dashboards

A good solution must allow companies to view customer feedback and insights in a clear, easy-to-understand manner in real-time. To prevent silos, everyone should have access to the information they need to excel at their part. 

Dashboards with data visualizations that reveal the most critical and relevant information are non-negotiable when vetting a CXM solution in 2023. 

Alert management for close looping

None of the CX insights matter if you can’t put them into action. Your CXM solution must be able to send you automated alerts whenever a customer has a bad experience across any physical or digital touchpoint. So look for CXM solutions that offer alert management for customer recovery.

Easy integration with existing tech 

Customer experience tools rarely work in isolation. solutions. Look for CXM solutions that will easily integrate with your existing CRM and other processes. For example, Numr’s APIs and webhooks make integration quick and seamless. 

Final Thoughts

Customer experience is becoming more and more important every single day. McKinsey’s 2022 State of Customer Care Survey found that improving customer experience is the fastest-growing priority area for CX leaders. 

By choosing a customer experience management solution that is the right fit for your business and goals, you can ensure that you thrive in the global market. 

Looking for a CXM partner who’ll help you every step of the way? Contact us and we’ll do the heavy lifting for you.

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