How companies can transform their customer experience strategy

By - November 16, 2021

Amazon and Netflix pioneered customer experience strategies that significantly influence how consumers and business buyers research, shop and purchase goods and services. Their models caused disruption, but they also shaped new opportunities for existing businesses to serve customers.

With modern business applications, midmarket companies can transform how they interact with customers across their digital buying journey, often referred to as the customer experience or CX.

CX strategy is important because it directly affects financial performance. But to fully realize the benefits of enhanced CX, midmarket businesses often need help to assess their current processes and systems with their end goals in mind, and then design, implement and support changes that optimize existing and new resources.

Key capabilities of enhanced CX include:

  • Enabling customers to get what they want easier and faster
  • Anticipating customer need with predictive offers and actions
  • Improving internal efficiencies to reinvest in customer value

Let’s take a look at two companies that have cracked the code on effective customer experience strategy and how they did it.

CRM integrates customer management across departments

Magee Rehabilitation Hospital is a 96-bed specialty medical rehabilitation hospital located in the center of Philadelphia. Magee worked with RSM to implement the Microsoft Dynamics 365 CRM system to extend and leverage other Microsoft business applications that hospital leaders were using, including Microsoft Excel, Word and Access.

The previous framework was once adequate, but it wasn’t designed with today’s health care providers and patients in mind. It became cumbersome and made it difficult to validate data, build customer relationships and monitor financial performance.

The initial phases of the implementation connected marketing, public relations and admissions across multiple offices. The hospital now has a much more efficient and productive platform to collect data and distribute information both internally and to its referral network, allowing everyone to serve patients better. Organizational benefits include remote access for the sales team and the ability to manage an expanded referral territory in the surrounding counties.

Raw coffee vendor upgrades customer interface and e-commerce

Genuine Origin imports and markets a wide variety of fresh, sustainably sourced and ethically cultivated green coffee to boutique roasters across the United States. But Genuine Origin had a problem: Its website was neither responsive nor intuitive for customers.

Company leaders wanted better functionality that would make it easy for customers to find what they needed in a fully responsive design and engaging experience on any mobile phone, tablet or computer. They took a first step by purchasing NetSuite’s entry-level back-end financial modules and SuiteCommerce Advanced e-commerce shopping solution.

RSM provided the technical and business support the company needed to showcase its origin partners and enhance its product listing pages. A key part of the solution was intense SEO review and orchestration.

The upgraded site has improved functionality for customers and provides a more unified marketing presence across the organization. The redesigned website’s enhanced customer interface increased Genuine Origin’s web traffic by 50% in the first 30 days.

More CX transformation stories

To find how other companies have transformed their customer experience strategy, download our complete e-book.

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