Let’s be clear, “Customer Experience Management” is a strategic understanding - not a departmental name. Most people, in most companies, don’t think about their responsibility for providing good customer experience because they simply don’t see it as within their remit. Have you ever seen a job description that contained a reference to customer experience?
Excellent customer experience demands the creation of a strong commercial partnership “to create and sustain a mutually productive relationship, which serves the needs of both parties, now and in the future.” The key word here is symbiotic. Partnership does not mean eliminating the tension between buyer and seller - it means that top-performing organizations know how to strike a balance between achieving immediate results and developing the relationship fully.
Between 68% and 80% of your orders will come from existing customers this year – unless, of course, you are selling commodities. If you fail to look after them, nurture them, respect them and constantly work to earn the right to their business, whilst pursuing a life of commercial promiscuity, they will respond appropriately.