Customer Experience Management (CEM) is a strategy that focuses organizations around the needs of their customers. Moving customers from satisfied to loyal to advocate.
As brands become increasingly commoditized, companies look to CEM to maintain their competitive advantage.
CEM solutions integrate external and internal customer interactions to create a unified, consistent, end-to-end customer experiences. By evaluating the organization’s operation from the customer’s point of view, organizations achieve a level of “customer-centricity” necessary that improves customer satisfaction, loyalty, and advocacy that creates long-term revenue.
CEM manages the customer’s cross-channel exposure, interaction and transaction with the organization, its product, brand and service that optimize the end-to-end customer experience process. Channels may include: contact center, Internet, self service, mobile devices, and store fronts, etc.; “touch points” like phone, chat, email, Web, in-person, and “lifecycle” like ordering, fulfillment, billing, support, and more.
With products and services becoming commoditized, price differentiation no longer sustainable and customers demanding more, companies are focusing on delivering superior customer experiences. And customers are having experiences with organizations regardless if organizations are consciously managing them. Successful organizations are profiting from managing their customer experience while those who don’t are suffering the consequences.