No 1, Vajram Complex, 3rd Floor, 17 A Main, 4th B Block, 100 Ft, Road, Koramangala, Bangalore 560047 Phone +91 80 49602727 www.avaali.com

Creating compelling customer experiences Customer experience is central to the success of any organization. Research shows that the top reason for customers switching brands is not price or product but because of poor customer experience. Simply said, good, compelling experiences grab customers and bad experiences push them away. Customer experience is in many forms, be it through their interaction with you in person, on your website, on a mobile app or over social media. It is important that your enterprise has the processes and technologies in place to ensure that customer experience is managed at every touch point. Customer Experience Management (CEM) is a set of practices and tools to strategically manage experience throughout the customer lifecycle across all channels and touch points. An effective and mature CEM practice leads to increased sales, highly satisfied customers, agility and responsiveness to market trends and customer feedback and finally cost efficiencies through better optimized

utilization of marketing spends.

08 Fall

Customer Experience Management (CEM) is a set of practices and tools to strategically manage experience throughout the customer lifecycle across all channels and touch points. In other words, it as a methodology used for bridging the gap between the intended customer experience and actual customer experience. CEM is used to track, oversee and organize every interaction between a customer and the organization throughout the customer lifecycle. The main purpose of CEM is to optimize interactions from the customer's perspective and, as a result, promote customer loyalty. In today’s times some of the key challenges faced by organizations are:

How to retain customers?

What are customers excited by?

What do customers expect?

How to create a richer experience irrespective of the communication channel

(website, mobile devices, social networks etc.)?

How to optimize marketing strategies and campaigns and draw maximum

returns from marketing spends?

Organizations are required to manage their global brand and produce effective

communication across all channels. It is important to ensure that what is delivered

from frontline staff to customers is always aligned to corporate strategy and what the

brand stands for. To overcome these challenges a comprehensive customer

experience management (CEM) strategy and set of technologies are used to collect

and analyze customer feedback and deliver these compelling and engaging

experiences. Customer Experience Management also allows for an integrated multi-

channel digital marketing strategy.

Social media is an important element which is impacting the way people connect

with each other and the way organizations interact with various entities: customers,

partners, stakeholders, and employees. Social media is exciting because it allows

you to build, grow and interact with your community in a real-time atmosphere

outside of your business walls. Enterprise Information Management (EIM) plays a

major role in an Enterprise’s social media strategy. EIM not only provides a platform

for integrating social media into your organization’s business process but also helps

to draw insights from social media, allowing for a more targeted online marketing

strategy. EIM leverages feeds from various social networks relevant to your

organization and industry, thus helping you build and propagate your brand and

company profile across the web.

Some of the benefits offered by an effective social media strategy are:

Increased brand share of mind and top of mind recall, versus competition

Sales improvements through generation of leads through social platforms and

improved conversion of leads through better engagement with customer

prospects

Connecting users, partners and customers over engaging conversations

where constructive feedback and opinions are voiced

Customer services improvements through reduced response times and

improved customer satisfaction

Efficiency improvements as a large number of customers are reached at a

lower cost compared to traditional channels

Digital Asset Management (also known as Media Management) supports CEM as

the core management layer for managing the Intellectual Property (IP) assets,

unifying workflows, production environments, and distribution. Digital Asset

Management is an enterprise-grade asset management solution that provides

secure, cost-effective control of digital assets throughout your organization and

facilitates publishing across multi-channel platforms.

Digital Asset Management provides the following benefits to organizations:

Moves digital content at the speed of business to increase the returns on

marketing investment

Reduces risk of brand inconsistency

Increases teamwork by reducing effort and time needed to transfer files and

accelerates content review and approval processes

Provides access to a centralized repository ensuring a single source of the

truth, ensuring access to the most current version of digital/media assets

Allows asset reuse and provides user-friendly asset re-purposing

mechanisms, thus reducing costly re-creation of digital assets and

accelerating time-to-market

Ensures that your organization has real-time responsiveness to meet market

trends and customer expectations

Web Experience Management: Customers interact with your organization in different ways. Some go straight to your website from their laptops; some visit you on their mobile devices. Others follow your Twitter feeds and Facebook pages. No matter how your customers choose to reach you, each expects an individualized online experience – one that both makes interacting with you easy and provides targeted content.

The benefits offered by web experience management are:

Web experience management is cognizant of the customer context and

delivers content pages, images etc. accordingly – in real time, so that you can

provide your customers with exactly what they want, how they want it, based

on their current context.

An easy to use and compelling web experience that is tailored to the

customer leads in increased customer satisfaction and drives revenues.

Provides the ability to display content consistently across multiple channels

including mobile devices and other web platforms.

Aligns IT and business digital strategies, processes and technologies.