You can lose customers faster online than anywhere else. Online customers have more power than other customers do. The next better, cheaper or faster offer online is only a click away. On the other hand, soft and emotional factors such as trust, loyalty and passion often deliver the most important competitive edge.
Companies that want to impress their customers should apply customer experience management (CEM) concepts and tools. Here is why: in order to stand out in light of the mass of information being received by consumers, it is critical for companies to reach customers through unique, personalised communication in both digital and analogue form. To truly shine when it comes to these ‘soft’ factors, however, you have to work with hard data. After all, you cannot use data to identify trends and relevant issues unless it is as complete and up-to-date as possible and covers a large number of individual customers.