Four irrefutable facts about customer experience management that you must know!by
Can you handle the truth? CEM guru Bruce Temkin delivers the truth, the whole truth, and nothing but the truth, about customer experience - including KPIs, culture and technology.
Fact 1: CEM demands a systematic approach
Fact 2: CEM is technology agnostic
Fact 3: CEM KPIs must be aligned to business goals
Fact 4: Establishing a customer-centric culture demands multiple competencies
- Purposeful leadership – the senior management team have to be clear about what their objectives are and communicate in a way that the entire organisation understands what they are doing.
- Compelling brand values – the brand has to be articulated as a set of promises that they are making to customers, and everyone across the organisation has to understand those, because it is the brand, not the logo and design, but the actual promises that will be made to customers that align us all around a set of decisions.
- Employee engagement – we have to be respectful of our employees and empower them with training, skills and knowledge in an environment that supports them behaving in a way that treats customers well.
- Customer-connectedness – how do we actually infuse customer insight into the decisions that we make?
Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 20 years, including Internet Works, CXO magazine and Business Management. He joined MyCustomer in 2007.