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The Importance of Customer Experience Management in FMCG Industry

What is Customer Experience in the FMCG Industry?

Prior to a customer making contact via phone or online chat, the experience has already begun. The journey from discovery and education to the point of sale for a fast-moving consumer goods (FMCG) retailer or manufacturer begins at the shelf. 

Post-sale interactions like talking about quality (what most people talk about), asking questions, and giving feedback are all part of the overall experience. Even if a customer has been using your product for months or years without any problems, you never know when they might need help that goes beyond the initial purchase. When people have a problem that needs to be fixed, they will eventually get in touch with the business.

Customer service is very important right now because, no matter how long it’s been since the problem was fixed, the customer will always remember how they were treated. As customer experience professionals, we can’t just think about the moment a customer contacts us. We need to have an effect on the whole customer journey. 

We at Myanmar Golden Heart pride ourselves on offering the best CX experience possible. MGH believes that the Customer is indeed king and therefore deserves nothing but the best. So, if you are ready to experience both premium quality and service, log on to Myanmar Golden Heart.

Define Customer Experience Management

Customer experience management, also called CXM or CEM, is a set of marketing strategies and technologies that focuses on customer engagement, satisfaction, and experience. 

Generally, CXM is a way of dealing with customers that go beyond marketing tools and software. Chiefly the goal is to achieve a digital transformation that truly puts customers at the center of the business. A customer experience management mindset puts the orchestration and personalization of the whole customer experience, from beginning to end, at the top of the list. It also helps to do this at scale, on any channel, and in real time.

Why is Customer Experience Management Important?

Managing the customer experience well takes more than just good looks By putting your customers at the center of your business and making technology feel more human, you create situations where you and your customers both win.  

Customer experience has become a key way for all kinds of businesses to stand out in a global market that is very competitive and very connected. Even if the end result for a business is more leads, sales, or long-term brand loyalty, the customer also wins because they get more personalized experiences, are happier, and have a better relationship with the brand. 

Challenges Faced By Customer Experience Management

  • Understanding the Customer

    Customer Experience or CX begins with the customer. In case you fail to understand how your customers interact with your business, it will become nearly impossible to have a flawless CX experience. Companies all too frequently lose sight of the customers they are creating a product or service for as they become invested in it. Therefore, to solve this problem, you need to focus on really getting to know your customers and use their feedback to give them better experiences and get them involved in new ways.

    Identifying the problems and opportunities of CX

    The hard part is figuring out what to put first (and when) on the way to a better customer experience. Hence, CX leaders can be pulled in different directions by different tasks and stakeholders with different, and sometimes competing, priorities. So how do you know which opportunities you should take advantage of first and which ones are worth your time and money? To solve it, start by figuring out what the problems and opportunities are and how big they are. Then, put them in order of importance using an objective, not a subjective, method.

    A proper application of technology

    So far, the CX problems that have been solved depend on technologies that were made to solve a certain problem or get around a certain obstacle. Without the appropriate tools, analysis, and investigation could take two weeks, when they could have been completed in just two hours.

    Poor Employee Education and Knowledge

    Your employees are your first customers. Brands without clear customer and employee experience data risk poor outcomes for everyone involved. It’s easy to overlook employee engagement and use CX without a holistic organizational approach. But your people deliver the customer experience, so you need to make sure everyone is on the CX journey and understands their role.

    Bringing Departments Together

    Understanding how customers use your brand or product in different ways and what they need and want will shake your business to its core. Like how you work, make decisions, collaborate, use data, and build products and services. Customer-centric companies must restructure. Hence, breaking down silos is a CX management challenge. Silos hinder communication and distort the company’s customer view. They cause conflicting objectives, marketing, service, and measurement.

CXM Strategies

Client Segmentation 

Without customer understanding, you can’t improve CX.

By “segmenting” your customers based on their age, how much they spend, etc., you can figure out what they need most. Segmenting customers by cohort lets you identify churn points and improve CX.

Individualizing Interactions and Establishing an Emotional Bond

Emotionally invested customers will promote your brand, but getting them to buy in requires a personalized approach. To make a good “customer profile” (see “segmentation” above), you need to know your customers’ demographics and circumstances. For example, are they corporate buyers? Home purchase? Luxury purchase? Etc.

Consistency and Team Collaboration

CXM success depends on team communication. To help with personalization in the future, all interactions with customers should be kept in one place and be available to all teams. This is to improve team communication, emphasize and standardize customer data.

Improvising and Actualizing Customer Feedback 

Like any relationship, CXM success depends on how well you listen to customer feedback. Listening to customer feedback means paying attention to feedback from many different sources and figuring out how to use that feedback in the future.


What are the four elements of customer experience?

  • Respond promptly 
  • Acknowledge 
  • Engage customers 
  • Optimize the process

Why is customer experience the key to success?

Happy customers are loyal and can help you increase revenue and customer experience helps you ensure your customers remain happy.

What are two important parts of the customer experience?

Reliability and Simplicity are the two important parts of customer experience.

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