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What is customer experience management?

What is Customer Experience Management

Customer experience management combines all the processes an organization has in place to monitor and improve customer interactions, regardless of the channel or medium customers use to get in touch. CEM has become a key differentiator for today’s businesses, as products and services have become increasingly commoditized. As a discipline with allocated budget and resources, it is key to retaining customers and generating positive word of mouth, among other benefits, which drive business change and increase revenue.

What are the benefits of Customer Experience Management?

A successful Customer Experience Management program offers numerous benefits to organizations:

  • Monitor customers’ feedback to understand their pain points and focus on improvements that matter to them
  • Provide a holistic view of customers across all touchpoints and all channels, across the entire customer journey
  • Improve VoC metrics like NPS and correlate this improvement to revenue
  • Provide the right people in the organization with the right customer feedback that will help them make better business decisions

What are the challenges of Customer Experience Management?

CX Management is a journey peppered with obstacles, including some fundamental ones which can derail a whole program. Executive buy-in is one of those, as it takes time, resources and focus to reach CX success, and without a place in the boardroom, CX is destined for failure.

Achieving a holistic view of the customer also poses key challenges that need to be addressed:

  • Finding the right Customer Experience Management software or CX platform that can
    • capture the Voice of the Customer across all touchpoints and channels
    • deliver role-based insights in the right format at the right time
    • empower people across the organization to take action to improve customer experience
    • leverage information from external data sources (e.g. CRM) to enrich and give context to CX data
  • Breaking down silos within the organization. So often customer experience is managed separately by various departments, regions, etc. This leads to disjointed efforts, often fuelled by a lack of executive engagement and an overarching customer experience strategy. Customer experience solutions – fuelled by the right technology and services like Confirmit – are an essential tool in achieving a holistic view of the customer

Another key challenge which often stalls CX programs from taking off or reaching the next level will sound familiar to many CX professionals – the difficulty in linking customer experience to business KPIs. Even if you’re in the position of running a CX program based on CX metrics like NPS or Customer Effort, eventually the business will want to know exactly how your program helps achieve its key objectives: revenues, costs… And there are numerous models that can help build this financial linkage.

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