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

customers to share the experience through word of mouth. This, coupled with media targeting, is an effective way to drive customer acquisition. • Elevated engagement and increased conversions: improved experience drives better engagement rates and increased conversions. A happy customer is more likely to engage and buy from the brand than a prospect or a new customer. Therefore, it is important for the company to build long-lasting relationships and trust with the customers. • Effective media spend: capturing data from customers leads to insights into what is working and what is not working. This helps the company to identify and reduce friction points and be more targeted with the media spend. As a result, the company can drive better results with the media spend and have a significant impact. • Reduced cost of serving: overall better understanding of the customers leads to effective targeting, enhanced cross-sell and up sell opportunities that drive the overall cost down. c) Key Considerations while Starting with Customer Experience Management Customer experience is a key driver of value and growth for an organization. When getting started with customer experience management there are a few things to consider: • Know your customers: Every business needs to gather data and insights to understand the needs and preferences of the customers. This is a critical step in developing the strategy keeping in mind what would resonate with your customers. Right data can help build right segments and targeting campaigns to deliver personalized experiences. • Define objectives and KPIs: Extremely important to define goals relevant to the company, business model, and maturity and support with right KPIs and achievable and measurable targets. • Outline customer journey map: Based on the understanding of the customer, define a customer journey map. This will include different touchpoints, strategies and experiences based on actions, needs and preferences. • Define a roadmap of capabilities: analyze existing capabilities, identify gaps and supplement with new capabilities aligned to the objectives. Define a roadmap on how these capabilities will be rolled out to deliver the targeted experiences. • Measure Impact: Capture feedback, and performance data to evaluate the impact of the tests and course correct if needed. Companies can learn and iterate as well as influence the strategy through ideating new tests. IV. C onclusion The concepts around strategy, orchestration, and measurement of customer experience management can be applied to any organization irrespective of the business model, size, and maturity. Organizations can readily adopt the framework, and apply the different measurement strategies based on their objectives to evaluate performance across various stages of the customer experience funnel to drive business growth and profitability. The findings will be of tremendous value to marketers and practitioners looking to plan and implement a customer experience management program. They can use this as a guide and plan out their program from strategy to orchestration and measurement. The frameworks, practices, and methodologies highlighted will advance the knowledge and understanding of marketers on which measurement strategies to implement based on their strategy and objectives. There are various ways to get started, but the companies can consider the points highlighted in this study to begin gradually, test and learn throughout the process and adopt and evolve as needed before driving adoption throughout the organization. a) Limitations and Scope for Future Research This study consists of excellent theoretical and conceptual frameworks and techniques that organizations can adopt and implement. However, there is still scope for further research, addressing ideas not touched in this study. The measurement techniques and key metrics are not comprehensive. Further study can highlight additional metrics, such as active users, free to paid subscribers, etc., that can be included in the customer experience management framework. Further studies could also leverage additional data from organizations on how they have implemented these frameworks and outline detailed strategies and outcomes. Finally, more research is needed to understand how different metrics, such as NPS, CSAT, CLV, Retention, etc., work in tandem and what is the effect of improvement in one or more metrics on overall customer experience management. © 2022 Global Journals Global Journal of Management and Business Research Volume XXII Issue III Version I Year 2022 ( ) E 56 The Three Most Critical Aspects for Implementing Holistic Customer Experience at Scale R eferences R éférences R eferencias 1. Customer Experience Management Market Report, 2030. Grand View Research. https://www.grand- viewresearch.com/industry-analysis/customer experience-management-market 2. Assent, P (2022). Top 35+ customer experience statistics to know in 2022. emplifi. https://emplifi.io /resources/blog/custo mer-experience-statistics 3. Offsey, S (2022). Advance from Personalization to Customer Journey Orchestration. Genesys.