Customer experience management

What is customer experience management?

Definition of customer experience management:  

Customer experience management (CEM) is the processes a business use to track, monitor and analyse every interaction between consumer and company.

CEM’s aim is to increase customer satisfaction by improving customer journeys.

The process ensures that companies don’t miss opportunities for positive customer referrals and encourages customer retention.

For instance, if a customer has a bad experience with several points of contact with a company (online chatbot, returns centre etc.) then they are far less likely to provide positive feedback to friends and family in the future.

Good customer experience management can:

  • Strengthen brand prefernce through differentiated experiences.
  • Boost revenue with incremental sales from existing customers and new sales from word of mouth.
  • Improve customer loyalty through valued and memorable customer interactions, and increase brand advocacy.
  • Lower costs by reducing customer churn.

Abbreviation: CEM

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