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 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.

Financial 

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

Operational

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

Social

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

Organisational

  • 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?

Everyone!

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.

Recommended further reading:

 Need some help improving your customer experience? Find a list of local CX consultants on the free CX Directory >>>

Upcoming Industry Events:


Customer Service Emails – Dec 2020

$397
Scheduled
Event Organiser:
CX Skills
Zoom

The December 2020 Customer service emails training course is designed to equip frontline correspondence Team Members and their direct Team Managers with the knowledge and skills needed to effectively (with style) and efficiently (with a focus on reducing unnecessary repeat contacts) better manage complaints and enquiries received via emails.

Workforce Management Essentials

$3800
Scheduled
Event Organiser:
Auscontact
Virtual/Online

This 3-day course is designed to teach you the foundations of good Workforce Management principles (WFM), and how to implement them in your own business.

The Heart and Mind of a Winning CX Culture

Free
Scheduled
Event Organiser:
Auscontact
Virtual/Online

In this free webinar, Australia's leading customer service expert Jacquie Scammell provides some tips and insight into how to create a winning CX culture in your business.

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