Nowadays, the digital world development allows tracking down customers\u2019 \u201cjourneys\u201d (Customer Journey): we are not just talking about virtual itineraries during e-commerce purchases, but every itinerary that a user covers in his various \u201cenvironments\u201d or points of contact with a given brand, whether online or offline. The fact that all of us live with a device called smartphone in our pocket, which we consult from the moment we wake up to a second before falling asleep, offers companies the opportunity of understanding the profile<\/b> each customer belongs to, planning and optimizing interactions <\/b>and innovating them with a nearly scientific approach. <\/b><\/p>\n
Gartner defines Customer Experience Management<\/b> as \u201cthe procedure of planning and reacting to the interactions with customers to satisfy or outdo their expectations and, therefore, increase their satisfaction, loyalty and advocacy\u201d.<\/i> It is a strategy which requires process changes and lots of technology to be realized.<\/p>\n
So, besides understanding customers\u2019 needs better, it is increasingly important to exceed their expectations.<\/p>\n
Let us make a practical example: I have got little time and the need to ask a provider for a product at the usual price, all of it within tomorrow. What do I do? I text him a whatsapp message: this prevents me from committing myself on the phone and allows immediate response. Then, if instead of a person there should be a chatbot<\/b>, little would change: what interests me in this context is to reduce waste of time<\/b> and head straight for my target.<\/b><\/p>\n
The so-called conversational interfaces<\/b> (FB Messenger, Telegram\u2026) are successful because of this: they simplify users\u2019 lives. But the idea of improving customer relationship experience is not limited to B2C interactions, it is also applied to B2B ones: all consumers, either B2C or B2B, judge their experiences on the basis of 24\/7 accessibility<\/b> and ease of use<\/b>.<\/p>\n