How To Turn Customer Relationships Into Customer Experience

Customer Experience Management

This is a paradigm shift from transaction based CRM to experience based CEM. Gartner defines customer experience management (CEM) as “the practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty and advocacy”. CEM is a techno-business strategy that requires businesses to change the way they’re thinking about their customers and customer interactions: CEM requires understanding customer needs and making every interaction with customer to be perceived as of significant value to the customer. CRM systems have the ability to provide excellent customer experience to your customers by enabling branded and relevant communication across every touch point like phone, email, chat and website so that customers don’t feel disconnected with your brand. CEM focuses on meeting customer expectation on every aspect of the customer journey. An effective customer relationship management (CRM) system enables employees to deliver a consistent, high-quality customer experience every time they engage with a customer. Ensuring good experience across channels can build significant competitive advantage, reduce customer churn and differentiate your brand from competitors.