Improving interactions and outcomes with xRM: A customer experience lifecycle model

In a previous article we looked at an outcome-based approach to driving customer interactions in order to deliver an experience that enables us to build the relationship we want with the customer.

In this article we want to look more closely at how customer experience factors can be modeled in a manner that accounts for the mutually reinforcing lifecycle of customer interactions and outcomes.

Consider the following lifecycle diagram:

Figure 1: Customer Experience Lifecycle

The heart of the lifecycle is an xRM engine. It cycles interaction outcomes to continually evolve future interactions by continuously learning more about the individual customers and the workings of the organization.

Intelligent segmentation

One of the key functions of the xRM solution is to provide segmentation on these outcomes based on not only the individual interaction outcomes but also from the cumulative body of knowledge about that customer. This effort can form the basis of, or integrate into, an existing Know Your Customer (KYC) initiative.

By understanding the customer segments and the associated expectations, value can be driven through the xRM solution aligned to specific customer attributes. Furthermore, by having an understanding of the segments and the core business objectives, priority of service (POS) can be defined and an organization can ensure that it addresses the higher priority areas first. This POS is derived directly from an understanding of what is important to each of the different customer segments.

For example, if a bank's target segment is corporate users between the ages of 35 and 45, and the ...