What is Customer Experience Management?

Your organization’s customer experience (CX), refers to the quality of the experience your customers have every time they interact with you.

This includes what you’d traditionally think of as customer service, such as in-person interactions. But it also includes less direct interactions your customers have with you, such as their digital experiences and even how they encounter your marketing.

One good way to determine the entirety of your organization’s customer experience is to create an overview of your customer journeys. A customer journey is your average customer’s end-to-end experience with your company. It starts with how they first hear about you and spans all the way to when they’ve become a potential repeat customer.

What is customer experience management?

Every time your customer sees or interacts with your brand, it affects their perception of your company. Customer experience management is about managing this perception.

Customer experience management (CXM) is the deliberate, strategic optimization of your customer experience across all the touchpoints of your customer journey. This might include:

• Identifying and remediating problems customers are having in their journey with your brand

• Finding new and valuable services you could provide to customers during the journey 

• Revising your messaging to answer your customer’s questions and speak to their pain points more effectively

• Optimizing your web presence to serve your customer’s needs better

• Increasing your interactions with your customers on social media to proactively answer their questions

• Changing elements of your branding to better appeal to your customers and evoke more positive emotions

Why should you focus on customer experience management?

Investing in CXM is well worth the effort. Improving your CX over time will help you understand your customers better and align every aspect of their experience with your brand with their needs and interests. The more you optimize experiences to demonstrate that you understand the needs of your customers, the more loyal you’ll make those customers.

Digital agreement experiences with Docusign IAM for CX

The speed, simplicity, and convenience of digital interactions are reshaping customer expectations. Failure to meet these expectations can lead customers to abandon prematurely and switch to competitors that offer better experiences.

Despite digital advancements, agreement processes like filling out forms and verifying identities are often outdated and disconnected. Intelligent Agreement Management (IAM) is a new category of cloud software that helps streamline and automate agreement processes.

Docusign IAM offers a suite of capabilities and platform services built for the unique needs of teams, organizations, and industries that engage customers in the digital age. Our preconfigured IAM for CX enables you to easily embed digital agreement experiences into existing workflows and applications to:

Increase conversions

Optimize agreement touchpoints for speed and security to boost your conversion rates. Save your customers time by auto-filling data in Web Forms, embedding forms into existing workflows, and tailoring steps based on customer attributes like risk profile.

Minimize agreement friction

Empower customers to agree instantly with eSignature, from practically anywhere, on virtually any device, and through any app with our secure and fast signing solutions. Reduce abandonment and fraud risk while maximizing customer satisfaction and interoperability.

Serve your customers better

No-code orchestration with Maestro allows you to easily adapt agreement processes to business needs or regulatory changes, ensuring you consistently deliver trusted, compliant services that elevate customer satisfaction and loyalty.

Build trust

Give your customers peace of mind that their data is protected. Backed by enterprise-grade security, controls, access, and organizational management, we prioritize trust in every interaction.

To learn more about how Docusign can help you optimize your customer experience, get in touch today.