Customer Experience Management

Customer Experience Management (CEM) is actively designing, implementing and optimising all customer interaction touchpoints to increase customer satisfaction, loyalty and advocacy.

Put simply, Customer Experience Management (CEM) is how a company manages every interaction between the brand and the customer across the entire Customer Journey.

Four Key Interrelated Elements of CX Management 

According to the Customer Experience Professionals  Association (CXPA), true Customer Experience Management incorporates four key interrelated elements.

1. A Culture of Customer-Centricity

Every aspect of the corporate culture – from the top-down is focused on the customer.

  • Leadership has a shared vision.
  • CX strategy is linked to corporate strategy.
  • Brings the customer to the boardroom table.
  • C-Suite understands what customers care about and builds the company around their wants.
  • Customers’ well-being is #1
  • Employees are engaged and mobilized around the customer.

2. Holistic Alignment of Systems and Structures

Every department and employee is united in the quest for customer experience excellence.

  • Cross-functional departments are connected to create a frictionless experience…
  • Issues are prevented rather than fixed.
  • Gaps are closed.
  • Employees are involved and recognized.
  • Employees have the tools and resources they need to deliver the customer experience
  • Employees gain skills necessary for CX competency.
  • Employees are treated like customers.



3. The realisation of the Rewards

Every customer experience gain contributes to positive business performance outcomes.


  • ROI, ROE, and CLV
  • Revenue and Profit
  • Cost savings
  • Stock value


  • Competitive advantage
  • Customer loyalty and retention
  • Smarter resource expansion
  • Effective, efficient operations
  • Greater customer acquisition


  • Positive word-of-mouth
  • Uplifted reputation
  • Improved legacy
  • Admirable growth


  • Happier employees
  • Employee loyalty
  • Organisational alignment
  • Workplace of choice

4. Evolution of Business Practices Through a Focus on Customer Needs and Engagement 

Every thought and action is meaningful, making customers’ lives better and showing you care.

  • Business processes are built and updated based on understanding and responding to customer needs.
  • Customers are heard and responded to with empathy.
  • Customers experience fewer hassles and consistent journeys.
  • Customers engage as brand allies.
  • Experiences deliver on expectations and strive to surprise and delight.



Who is responsible for Customer Experience Management?


Whilst there can be specific roles within a company accountable for driving CEM initiatives, ultimately your performance will be judged by customers at the point of interaction.

Whether it’s your courier driver, receptionist, website, call centre employee, retail staff member etc.

The customer is only concerned with their experience.

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