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 satisfied to loyal, and then to avid brand advocates.
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. |