what is customer experience management (CEM)?
Customer Experience Management (CEM) is a concept that describes how a company takes control of how it interacts with its customers. Typically, each group in an organization will build out customer interactions from its own perspective — that of the various silos. CEM is about viewing and then improving the interactions between your business and your customer entirely from the customers’ perspective — and across the entire journey they have with your business.
Why do this? Well, the ultimate aim is two-fold: to build customer loyalty and positive word of mouth; and to reduce customer churn and detractors who speak negatively about your business. In other words: better business results.
The Benefits of A Unified Customer Experience Management Approach
A single, unified customer experience management system approach gives your business the ability to understand and improve the customer experience across the entire customer journey.
- Increases satisfaction scores as your organization will be equipped with the information they need
- Saves costs as your teams only have to manage and learn how to use a single system
- Provides internal consistency as the organization measures experience using the same metrics
- Gives clarity to the business about customer issues across all product lines, all channels, and all market segments
- Offers an indicator of business performance by measuring customer satisfaction and the relationship
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