Why we are fans of customer experience management, and you should be too!

Kaspar Kazil

Tempo de leitura
4 min Lê

Jan 20, 2022

While we still love our trusty customer journeys, they have one big limitation: they only offer a zoomed-in picture of your customer experience (CX). Meanwhile, organisations increasingly want to measure and improve customer experience across all of their touchpoints and customer journeys. This might lead to questions such as:

  • What journeys make up our service to begin with?
  • How do we measure CX performance across all of these journeys?
  • Which journeys should we improve first?
  • What language do we use across the organisation to describe these journeys?
  • Who is responsible for what?

Answering these questions requires a way of working, known as ‘customer experience management’. With great potential benefits and rapidly developing platforms to support it, it’s high time we give this topic the attention it deserves!

What is customer experience management?

Customer experience management (CX management for short) can be defined as ‘the process of measuring and managing all customer journeys across a service ecosystem’. That’s a whole lot of lingo, so let’s break it down. CX Management doesn’t look at individual journeys or touchpoints, but considers the full ‘service ecosystem’. That’s the collection of all touchpoints, interactions, and journeys that a customer might experience across their customer lifecycle. That means it includes all the steps a customer might take, from the initial customer onboarding, through daily use, up until loyalty or even offboarding.

As an example, here we created a (simplified) service ecosystem visualising a phone subscription service. Every dot represents a journey, and journeys are grouped based on their frequency of use.
Adding a CX metric such as 'reasons for calling the helpdesk' to this service ecosystem makes it instantly clear what journeys need our attention most

Why we’re fans of digital CX management platforms

As you might imagine, measuring and managing all of those different journeys and touchpoints requires robust digital solutions. Fortunately we’ve seen rapid developments in this field, resulting in innovative solutions such as Milkymap, CX Omni, TheyDo, or Smaply. These platforms enable you to map your service ecosystem, connect journeys to real-time CX metrics, and make all of that easily accessible to all people in your organisation. This brings several advantages:


Create a single source of truth
By establishing a single place for gathering data on customer experience, you create a common source of truth that can bridge departments. This prevents unnecessary discussion and confusion.

Coordinate projects and track their impact
CX management dashboards are great for tracking the customer-centric ‘health status’ of your products and services. This enables you to prioritise the journeys or touchpoints that deserve your attention first, which helps you to respond quickly and effectively. Furthermore, showing the monetary impact of CX performance can help you establish budgets for CX projects. Lastly, tracking CX performance over time allows you to better understand if your CX projects are having the intended effect.

Create ownership and accountability for CX
By making CX performance easily accessible and holding people accountable for it, you increase ownership for CX with people across all levels of the organisation.

Prevent double work
Too often reports aren’t used, lose their relevance, or simply get lost. With proper maintenance, a CX management dashboard can stay relevant indefinitely. Furthermore, by delegating responsibilities according to your service ecosystem you prevent teams from doing the same jobs twice.

Explain the numbers
KPI’s alone don’t tell you what should be done to improve them. To explain the behaviour the data indicates, you need to ask your customers ‘why’ and ‘how’. CX dashboards often allow you to add those qualitative insights right next to the numbers, effectively bundling quantitative and qualitative data together in the same place.

Modern CX Management dashboards offer insight into both quantitative and qualitative CX data, neatly mapped according to the service ecosystem

Conclusion: Let’s get started!

We believe CX management is the next frontier for organisations that want to offer great customer experiences. Modern CX management platforms can enable a way of working that is truly customer-centric, data-based, and accessible to all members of an organisation. Simply creating a dashboard won’t automatically unlock that potential however. For starters, CX management dashboards won’t magically start using themselves. To embed them within organisations you need to carefully consider the customer perspective, how to make them actionable, and how to guide your teams towards a more CX-mature way of working. These are the types of challenges we face daily as CX experts, making us ideally positioned to help out. If you have any questions on how to set up CX management within your team or organisation, do not hesitate to contact us!

Read more on how we can help you implement CX management at scale


Coming up: Comparing state of the art CX management dashboards

In our upcoming blog we will dive deeper into a comparison of several exciting CX management dashboards. Follow the author or Koos on Linkedin so you don’t miss it!



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