Customer experience management or CEM is the next evolutionary step for CRM. With CEM, the focus is on customer experience rather than on operational practices. A “customer centric” attitude is central to making use of the data generated. A CEM strategy aims to involve the top-level management at every level so that the practices implemented are not purely market- or operations driven. Every interaction with the customer is viewed as an opportunity to learn more about his preferences, his lifestyle, and what drives his purchase decisions.
CEM is an exhaustive strategy and a management style that extends across all business functions and not just the front end. A customer centric attitude has to be visible at the back-end too. This helps to help evaluate the gaps that may exist in your present business practices. Immediate or short-term profitability may have to be put on hold when implementing CEM practices. An exciting new idea to implement in CEM is to make use of Web 2.0 in order to reach out to the customers through blogs, forums, podcasts, emails, online press releases, and social networking sites. CEM is about molding the customer experience to the best interests of parties, the buyer and the seller.
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