Customer Experience Management made easy

Customer Experience Management is one of those concept that can easily fall into others, that are usually more specific.
The key point when approaching CEM is designing it for its main goal, that should be building value for the customer.

What Customer Experience Management is not (or not only):

• CRM is focused on internal processes to manage customers, CEM is designed for the needs of the single customer.
• Customer Satisfaction is a measure how products meet expectations, CEM (also) keeps customer satisfaction high.
• User Experience is about how a user feels with a product, CEM is about the products and the company itself.

CEM comes in 3 phases: acquiring, servicing and retaining the customers.

1. Acquiring
When companies want to acquire more customers, they cannot do without a multichannel experience because interactive users can reach them through many different channels; they have to be where their customers want to meet them.

2. Servicing
Customers are becoming every day more interactive and this evolution makes them expect to be able to do the things they were used to do in person. CEM is about building the digital presence in order to make it interactive, coupled with the company brand and useful for customers.

3. Retaining
CEM is also important for customer retention: its main goal is the relationship with the engaged customer, turning her from satisfied to loyal and finally to advocate.

The loyal customer's mind