I think organizations can adopt marketing relationships approach and CRM techniques in order to get customer experience and build long term relationships. social media are important to receive customer reviews and feedback

Dear Cristina,

I think what you have been asking are the marketing/ customer support channels. Such channels allow customer to interact with the company on the product and services, however I do not feel it is the customer experience throughout the organisation.

One good example of designing the customer experience is to look that the entire value chain approach, from the front end interaction of buying the product, to the final stage of product life extension or support. In the 1980s, the Singapore Airline/ Airport took this concept further from the purchase of ticket, to the smooth experience of arriving/ checking/ boarding the plane at the airport.....to the flight service and assistance....ending with the safe arrival at the customer desired destination. To achieve this goal, they incorporated in the customer experience and customer flow into the airport design, provided well trained in-flight and ground staff who are helpful and able to make decisions...etc

This would be a holistic approach to the customer experience, as one can think of the many bad experiences when one face after we purchase an air ticket. The poor airport misdirection, the bad transit experience and the poor experience when we miss a connecting flight, and of course the lost luggage.

What I am proposing would go beyond marketing a product, social media or CRM, but rather a holistic approach of supporting the customer.

Best regards

Adrian

I totally agree with this holistic vision. More than that, in terms of theory - current stage of research in this field, the holistic vision is very recent. I also know a few cases of the companies that "were aligned" with the new trends.

I asked this question to find out more practical information about how companies implement "customer experience system"  and not how "customer experience system"  it should be implemented in an ideal situation.

Thank you for answers!

I think every company is different.  I teach at a university and then I also work at a  newspaper. At the newspaper, we have different consumer segments (those who read the news, and those who want to be the news.....)

I do not know about newspapers in other countries, but here in the north of Mexico for some people is important to be in the news. Like the mother to be who just had a baby shower, or the couple who just got married, or even the parents who spent a great deal in trowing the best birthday party for their kids.

The experience might begin then since the first phone call, whatsapp message or inbox they make to set the date for their event. Usually the girls at the phone are very nice. They take good care of the messages and set the agenda for the reporters and photographers. The reporters -or so I have been told- are always efficient at their work, they are nice with people and respectful. We try to take good note of people's names, and do a little research before going to the event (for example, if the bride's to be parents are divorced, we do not ask weird questions about last names not matching, or having three sets of parents instead of two)....

We publish the social events both in the print edition and in our digital version of the newspaper, as well as in our social networks (mainly Facebook).

After we publish the news, we always share the links with the readers (for example the groom and bride), so they can have the digital version ASAP and share it with their loved ones.

That makes them happy, and gives us more readers and traffic.

We publish a digital photo album for them to download (for free) or if they rather have it on a CD they can come to the office and pay just 5 dollars for their photos.

I believe we have happy readers, and they share their happinesss with others.

It s interesting that customers and other companies can anonymously...

Thank you for your answer!

Thank you for your answer!

Kind regards,

Cristina