What is Customer Experience Management (CEM or CXM)? – Customer experience management, also called CEM or CXM, encompasses the processes used to continually improve every interaction between a customer and a company, with the goal of fostering customer loyalty and retention. To provide a good customer experience, companies must establish a successful customer experience strategy by following four critical steps.
One: Understand the customer, both their needs and behaviors, to segment customers into groups for tailored marketing.
Two: Create a customer journey map to anticipate customers’ next moves in touch points with your company through phone calls, live chat, social media, text messaging, and other mediums.
Three: develop an emotional connection by honing the brand in a way that will foster a lasting relationship between customer and company.
And four: capture customer feedback to both measure satisfaction levels and to address issues to improve customer experience for future success.
Companies can use a variety of business intelligence and customer data analytics tools, such as location based services, sentiment analysis, and knowledge management systems to personalize both marketing offers and customer service. Anything that keeps the customer happy, will build a better customer experience and drive revenue.
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