Customer experience management is a bit like throwing an important social event. The intended end result is to have your guests enjoy themselves and want to return, but achieving that personal engagement and connection takes planning. That’s where the notion of creating a customer journey comes into play. The journey is really the only thing you can control and, in the end, the only way to encourage guests to have a positive experience.

In this latest installment of CRM magazine’s Best Practices series, our contributors take a look at customer experience management from a number of perspectives, addressing a very fundamental question: “Will better customer experiences improve the bottom line and increase shareholder value?” 

Assuming the answer to this question is “yes,” how can companies improve their customer experiences? The answer lies in creating customer journeys that foster better customer experiences and interactions with a brand, product, or company.  This is no easy task, but the series of steps outlined in the following pages will help guide your own journey.

Bob Fernekees
VP/Group Publisher, CRM Media
Information Today, Inc.