In today’s World of everyday increasing digitization, trade is becoming more time and place independent due to the concept of e-commerce. So how do the consumer preferences and behaviors change in a timeless and non-spatial manner?
15 years ago, the Customer Relations Management (CRM) concept come into prominence as the need of getting more from each unique customer increased with escalating competition. Gaining the loyalty of the customers became the new marketing game. The purpose of this marketing tactic was to collect data that could follow the customer's shopping habits, then to attract customers to the stores through analysis-campaigns. Something could have been sold to her after the client came to the store.
To this end, CRM teams and software were first installed, loyalty cards were distributed to customers and customers were expected to shop wildly. But then, when it was seen that the rivals used the same tactics, they worked through the loyalty cards to offer more benefits and advantages to customers. With the brands having more budget to win customers or keep the customer, customers become more advantageous. These advantages could be different in format such as discounts, points or free products. However, especially when the applications such as discounts and points attracted great interest from the customers, the Credit Card teams of the Banks saw the potential here and started to offer such advantages over the customer credit cards. And of course, they always had a lot more marketing budgets than before.
After the collection of CRM offerings under the roof of financial organizations, the CRM teams installed within the brands started to gradually shrink and loose. The banks having much more information about the customer like data about their shopping preferences, their instruments enabling implementation of all kinds of campaign structures, and their power on media helping the to announce their activities to the masses can be counted as some of the major reason for this change.
As a result of this rapid development in customer management, the need for different CRM applications of major CRM teams come into in question as it was also possible for Banks and Brands to use a one single but powerful CRM system together as a marketing tactic. In the pocket of each customer, the card of 3 or 4 different banks and the card of har card have different advantages for different sectors. While some banks had the opportunity to collect miles for airlines as their credit card was used, some banks allowed them to be consumed as currency during shopping. And they could also make large-scale TV and newspaper ads. Because the marketing tactic called CRM allows customers to withdraw more money from their pocket, even the money that is not in the customer's pocket is wasted on their credit cards, and earnings are being earned. In short, both the customers and the CRM workers were very satisfied.
However, this competition in the CRM field started to lose its meaning for customers after a while because customers started to have difficulty in choosing which bank, which card, and which brands to offer. Because with many different offers, he faced various channels in the day. In particular, mobile phones were delivered to them online, where customers were offered special offers to the location where they were, and the customer felt that he would regret missing the offer.
Here, as living standards of consumers increased, the demands and expectations about quality of life gave birth to a new concept, Customer Experience Management!
In the face of this offer confusion, customers started to pay attention to what benefits, benefits and benefits are offered to their lives instead of offers such as points, discounts and miles. Because there were discounts or points everywhere, but what are the opportunities offered to facilitate some needs in life?
Customer Relationship Management, formerly called CRM, has now left the Customer Experience Management, CEM. As the purchasing power increased, people started to demand services and services that increased their quality of life and enjoyed life more. In other words, to see a new place, to receive a special transfer service to his home, to benefit from opportunities for his hobby is like. Moreover, as we mentioned in the beginning, as the world continues to be digitalizing more and more rapidly, social communication means that people have the opportunity to communicate online, allowing people to share the good, bad or happiness-anger online. Therefore, customers were able to quickly communicate their satisfaction or complaints to a product or service.
At this point, it became important to manage the experience of customers about the product or service of the brand more accurately because an angry customer could announce his voice everywhere and this could cause great damage to the brand's reputation.
In the last few years, the concept of Customer Experience Management, which has started to attract the attention of the customers who appreciate and respect the customers, is not only open social media accounts but also perceives bad complaints as erasure of other customers. The brands that aim to be the first choice comes to mind.
Experience Management is able to provide a service and services that make its life easier by putting its brand in the place of its customers, and thus accommodate a wide range of definitions and content, making it a positive contribution to the quality of life of the customer. Therefore, in accordance with your brand strategy with experienced teams, it is necessary to design all possible experience processes correctly, to organize the necessary partner infrastructure properly, and to have an organized strategy and action plan in order to be able to take part in the right place along with your customer on good-bad day. But it should be remembered that people have good experiences, but their bad experiences are everywhere and they complain.
Customer Experience Management, which is in parallel with the concept of reputation management, is not just a concept as simple as offering CRM software as before, or pointing to the customer on points. Customer Experience Management requires you to know each customer individually and be able to look at life through their eyes.