Customer Experience Management

Customer Experience Management (CEM) is the collection of processes a company uses to track, oversee and organize every interaction between its customers and the organization throughout the customer lifecycle process. The purpose of CEM processes is to create and drive a customer-centric culture to engender positive customer experience through journey design, experience perception, as well as tracking, overseeing and managing every interaction—both direct and indirect—between the customer and the organization throughout the customer lifecycle. Furthermore, CEM processes put customers at the center of marketing, sales and customer support in order to drive brand loyalty and customer satisfaction.<br/>The customer experience (CE) is comprised of a variety of elements, such as: cognitive, emotional, physical, sensorial, and social.  CE is based on two key components. The first key component is the experience delivery in all direct interactions throughout the CSP's engagement and communication, products and/or services which apply in the above-described elements. <br/>The second key component is the measurement and management of the perception by the customer, including indirect interactions with the customer in which customer perception and knowledge play a strong role. <br/>CEM processes guide voice of the customer (VoC) programs to quantify customer sentiment about their experiences with a company; they provide support for the adjustment of elements of the customer experience that generate knowledge to improve CE. CEM processes promote and support a 360-degree view of customers, with integrated, up-to-date data on customer accounts.<br/>The overall customer experience represents the full set of customer interactions across all customer journeys, it can be expressed as a set of qualitative and quantitative experience attributes. The set of attributes represents a calculated score on a scale from negative to positive Customer- Engagement-Over-Time. The measured customer experience reflects and results from the collection of experiences from every customer.<br/>CEM optimizes the experience of the interactions with the customer in all customer-journey-lifecycles and maximizes the delivered outcome in terms of customer value and business value.<br/><br/>