Customer experience management (CEM) is the collection of processes a company uses to track, oversee and organize every interaction between a customer and the organization throughout the customer life cycle. The goal of CEM is to optimize interactions from the customer’s perspective and, as a result, foster customer loyalty.
Customer experiences include not only interactions through traditional channels, such as purchases, customer service requests and call center communications but also, increasingly, through social CRM channels such as Twitter and Facebook. To manage the customer experience, companies need to create a strategy that encompasses all customer touch points across the organization.
According to Bruce Temkin, Vice President & Principal Analyst at Forrester Research focusing on customer experience, the essence of CEM is treating customers as individuals. He quotes Stanley Marcus, former president and chairman of the board at Neiman-Marcus: “Consumers are statistics. Customers are people.”