Customer Experience Management: The Value of "Moments of Truth"
To manage customer experiences, one must first understand what "Customer experience" means. It's almost as difficult to pin down as "Customer relationship." Customer experiences include every point in which the customer interacts with the business, product or service. Customer Relationship Management (CRM) is a business strategy to acquire, grow and retain profitable customer relationships. Managing customer experiences is an integral part of what CRM should be - a win-win value exchange between a company and its customers. Loyal customer relationships are built on what the customer perceives and feels about the product/service purchased and interactions with the organization.