Businesses use customer experience management systems to manage their interactions with customers, including current and potential clients. It keeps track of all interactions across all customer touchpoints and organizes, automates, and synchronizes them so the businesses can take care of all their existing customers and respond quickly to issues and new business.

Keeping up with the latest developments in business is a full-time job. In order to succeed, one needs to be constantly rethinking the product, reaching new prospects, and building relationships and loyalty with existing customers. The customer experience has become one of the major focus points in successful businesses.

The best marketing, after all, is a satisfied customer. The increased focus on CX today is making many businesses forget that it is more than just seamless integration among technologies and neatly organized offices and retail spaces. Business is run, owned, and served by people. The perception of the customer and the experience of the buyer shape what people do before anything else.

Customer experience management is improved through a good PR

Emerging technologies such as Customer Service AI would lead one to anticipate that human interaction may soon be a thing of the past. An integration without the public image of the company won’t be noticed. A brand’s PR sets customer expectations when it comes to service or product delivery.

The best customer experience management (CEM) is supported by the best PR strategy. Several reasons account for this, but here’s a quick list of the three most important. First of all, it is next to impossible for a customer to have a bad experience when PR is done properly. Second, PR departments are left to pick up the pieces when CX systems fail, as they will do at some point. The integration of a PR strategy into a brand’s customer experience (CX) will ensure the brand has a positive relationship with the customer.

There are two important ways that PR relates to customer experience 

Mitigation

In public relations, poor customer service is one of the most common causes of crisis communications. If a company delivers a poor experience, the customer documents it extensively online, causing a firestorm. In situations such as this, public relations play an important role in mitigating the crisis through prompt response. The quicker and better the response, the less impact the crisis will have. Businesses that perform at their best anticipate crises before they become serious ones and take action before the sparks become fires.

In order to effectively mitigate loss, customer service needs to be deeply integrated with public relations. The two teams should share monitoring duties and coordinate their responses when a customer problem arises. Customer experience management must work in such a way that a customer is successfully communicated with from both support and PR.

Amplification

A company that offers excellent customer experience is on the other end of the spectrum. Amazing customer experiences inspire word-of-mouth marketing. A public relations firm’s role in such a situation is to amplify the positive, quickly, and forcefully.

Public relations need to be able to monitor activity and sentiment in near-real-time to achieve this. Marketing and sales teams should also be deeply integrated into public relations to maximize positive interactions with customers. PR should share customer success stories with marketing and sales so that prospective customers are reminded of the positive experience they might have with our brand.

In addition, the PR must have access to and share control of advertising capabilities. The vast majority of public social media today requires paid amplification; when something big happens, public relations teams need one-click access to boost a story beyond its organic reach alone.