Customer experience transformation


Customer experience transformation (CxT) is a strategy that uses business process management to enhance customer service experience from any customer touchpoint.

The objective is to provide companies and their customer service organizations with the tools needed to move customers from a satisfied and loyal experience and then as avid brand advocates. The examples of Customer Experience Transformation:

Customer relationship management vs. customer experience transformation:

Strategy Focus area Description
CRM Enterprise focused, inside-out Designed to focus on product, price, and enterprise process with minimal customer need and desires driving the initiative.
CxT Customer focused, outside-in Uses BPM technology to transform the operations and processes of the business around the needs of individual customers, delivering high value and memorable experiences.

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