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How broadly do you define customer experience management?
In this emerging field there are myriad definitions for CEM. What is it today, and what should it ultimately be in daily business practice?
(If you're interested in this question, you may also be interested to participate in a landmark business-to-business customer experience management benchmarking study: see www.clearaction.biz/benchmark)
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2 Answers
This varies widely by industry, client base, demographics, psychographics, etc. - not to mention customer history, the basis on which you compete (high volume, low-end consumer goods will differ significantly from high-end network equipment), or how your staffing models are designed (face to face or computer interface).
Generally speaking, any point at which you touch a customer you have the opportunity to engage in customer experience management. Consider it a customer lifecycle - from the point of first touch (pre-sales) to the point when you no longer have interactions, you must be managing every experience.
We all know, without a doubt, that it is much less expensive to maintain a customer than to secure a new one. Even when a customer leaves, you need to have the mechanisms in place to seize the opportunity to reclaim them. Can anyone today afford not to engage the customer at every potential connection point?
If done well, CEM will span not only customer service, but sales, operations, and perhaps other units as well - this should be a critical component of your organizations strategic planning.
The question itself is the problem with business. Customer service is not a department. It is everyone's responsibility to exceed the expectations of the consumer. There needs to be a rare fusion that emerges through collaboration and performance that benefits the consumer. When you customize the experience you can't help but change the perceptions of the individual. What they are really buying is piece of mind...and then they want to tell everyone about their experience. It is time to focus on the outcome of the customer experience.
In a world that is bound by convention it is time to make your own rules. Turned the paper sideways and don't follow the printed lines. The only requirement is internal consistency.
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