Customer Experience Management (CEM or CXM) refers to enterprise policies and protocols initiated to improve overall customer satisfaction and brand loyalty to a company and its products to ensure repeat business as well as customers spreading positive feedback about the company.
Customer Experience Management departments within an enterprise are tasked with designing and refining optimal marketing, purchasing, and support experiences for customers throughout the customer lifecycle. CEM / CXM can address these initiatives in many ways, including providing customers with personalized shopping experiences like tailored product recommendations and marketing information.
Word of mouth is frequently touted as one of the most effective forms of advertising for a company, and enterprises that provide high-level customer experience management strategies can expect to be rewarded in many cases with customers that remain loyal while also advocating and promoting the company s products to their friends, colleagues and social network communities.
Customer Experience Management Software Solutions
Customer Experience Management software can help companies track and manage all interactions with customers throughout their customer lifecycle (from company and product awareness through product purchase through customer service support and then into repeat purchases), and can analyze this information to reveal strengths and weaknesses in the existing customer experience (CX).
As an example, CEM software can identify customer segments that may need more personalized attention or additional incentives to initially purchase or continue to purchase a company s products. CEM departments can utilize this information to create new processes to provide personalized attention to these customers and increase the probability for overall satisfaction and repeat business.
Gartner s Definition for Customer Experience Management (CEM)
Gartner has come up with its own succinct-yet-comprehensive definition for Customer Experience Management, which is:
The practice of designing and reacting to customer interactions to meet or exceed customer expectations and thus increase customer satisfaction, loyalty and advocacy.
Gartner also notes that Customer Experience Management strategies often require process change and a seamless combination of technologies to be successful.