Global Journal of Management and Business Research, E: Marketing, Volume 22 Issue 3

Figure 1: Overview of Customer Experience Management Model Customer experience management is a tricky thing to accomplish as it requires investment in technology, resources, and processes. But brands who undergo this journey have seen tremendous benefits in terms of revenue, customer retention, and employee satisfaction. Investment in these capabilities increases their digital maturity, make the brands more customer centric and elevate the customer experience from batch and blast to an individual level. Figure 2: Customer Experience Maturity Model II. T hree K ey C ustomer E xperience M anagement P illars a) Design Customer Experience Management Model Customer experience is increasingly becoming a pivotal vector to differentiate against the competition. Gone are the days when price or product was enough to win customers. In today’s dynamic market, it is crucial for companies to develop and nurture relationships with their customers. As a result, customer experience (CX) strategy has been the focus of businesses. A customer experience strategy defines an approach to elevate customer experience to meet business objectives. Defining, planning, and executing a good customer strategy requires brands to understand customer needs, behaviors, and preferences, generate insights, and deliver exceptional experiences to meet those expectations. Marketers should not design customer experience in silo, but should consider every interaction across channel, device, and touchpoints. Therefore, the customer experience management should design must include with every interaction throughout the journey funnel: Attract, Engage, Convert, Retain, and Nurture. • Attract – How are customers becoming aware of the business and its products or services? • Engage – How are customers engaging and evaluating multiple offerings that would cater to their needs? • Convert – How many customers are taking the action tied to business objective? (e.g., sign-ups, app installs, purchase, etc.) © 2022 Global Journals Global Journal of Management and Business Research Volume XXII Issue III Version I Year 2022 ( ) E 48 The Three Most Critical Aspects for Implementing Holistic Customer Experience at Scale