Everywhere you look today someone is talking (or shouting) about customer experience management (CEM) and how important it is to their business. However when you start to ask people what is CEM, it is either followed by a wall of silence and people looking off into the distance or a barrage of consulting speak with whiteboards full of impressive conceptual models and 9 box matrix charts.
My view on CEM is very simple (thankfully). "CEM is the processes, systems and measures a company has to have in place to deliver a consistent customer experience that aligns with the brand expectations."
So that isn't too complicated, well not to write anyway, but to do it is one of the hardest things a company will ever do.
CEM is not touchpoint mapping or CRM or NPS(TM) or any of the other things exec's are being sold to make them feel like they are doing the right things. CEM is getting it right for your customers every time! Every thing else should be a means to this end or ignored.
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