Customer Experience Management (CEM) is the process of understanding and managing your customers’ interactions with and perceptions of your company or brand. The ultimate goal of CEM is to build valuable relationship with customers so they stay with you longer, advocate on your behalf and expand their relationship with you over time.
A CEM program consists of a set of organized actions that support the goal of CEM. While a CEM program has many moving parts, an easy way to organize those pieces is depicted in the figure on the right. A CEM program has six major components:
- Strategy addresses how companies incorporate CEM into their long-term plans to help achieve its objectives and goals
- Governance describes the formal policy around the CEM program: Rules, Roles, Requests
- Business Process Integration involves embedding CEM processes/data into other business operations
- Method addresses the means by which customer feedback is collected
- Reporting addresses analysis, synthesis and dissemination of customer feedback
- Research is concerned with how companies provide additional customer insight by conducting deep dive research using different types of customer data