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Model for Customer Experience Strategy Presented in 2013 ClearAction BestPractices Study

To help companies overcome lack of CEM strategy -- cited as the biggest obstacle to success byB2B and B2C firms alike -- a model is presented in the 4th Annual Business-to-BusinessCustomer Experience Management Best Practices Study.

Sunnyvale, CA (PRWEB) November 19, 2013 -- Differentiation of customer experience (CX) is a wide-openopportunity for organizations that adopt a holistic CX management (CEM) strategy, according to the 4thAnnual ClearAction Business-to-Business Customer Experience Management Best Practices Study. Among 23well-known CEM practices (such as service excellence, CRM and touch-points), CX strategy is the weakest,and lack of strategy and executive sponsorship are cited as obstacles to customer experience success.

Revenue, share of budget, and differentiation are primary B2B CEM motivators. Many executives discount thevalue of voice-of-the-customer (such as surveys and customer advisory boards) and see CEM as a subset ofstrategy. This is counter-intuitive to the concept that businesses exist thanks to revenue from customers. To helpcompanies overcome lack of CEM strategy (which is also one of the biggest stumbling blocks among business-to-consumer (B2C) firms), a model is presented in the study. Six building blocks are recommended in themodel, in order to achieve loyalty and retention business results:(1) Customer voice(2) Customer intelligence and lifetime value(3) Customer experience improvement and innovation(4) Customer-centricity roadmap(5) Internal branding(6) Branding

The study features numerous insights:• 6 CEM success factors identified as universal to both B2B and B2C organizations, as prerequisites tosustainable, strong business results.• Tools and technologies for facilitating and embedding CEM.• Clusters of CEM efforts, to show context and linkages among those activities.• CX efforts with profit-growing potential because they can minimize mis-alignment of the company withwhat’s important to customers.• CX efforts with revenue-growing potential that are often practiced with minimal profit-growing CXefforts underway.• Extensive recommendations are provided throughout the report."This study provides a great cross-industry view of various B2B success stories. I keep it on my desk forreference and use some of the data stats to support my internal presentations. Well designed and easy toconsume," commented Milista Anderson, Chief Customer Officer at SunGard Energy Systems.

The 4th Annual ClearAction Business-to-Business Customer Experience Management Best Practices Studyreport is available at ClearAction(dot)biz/benchmarking. The study was conducted by ClearAction and co-promoted by CustomerThink.

About ClearAction

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ClearAction is a customer experience optimization consulting firm that guides company-wide action on a clearview of customer intelligence. CX optimization aligns organizations with customer expectations, to minimizehassles, for natural customer enthusiasm, sustainable differentiation and growth of profit as well as revenue.http://ClearAction.biz.

About CustomerThink

CustomerThink is a global online community of business leaders striving to create profitable customer-centricenterprises. Each month, the site reaches 200,000 subscribers and visitors from 200 countries via email, RSS,LinkedIn and Twitter. CustomerThink currently serves over 80,000 visitors per month.http://CustomerThink.com

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Contact InformationLynn HunsakerClearActionhttp://www.ClearAction.biz1(408) 687-9700

Online Web 2.0 VersionYou can read the online version of this press release here.