CEM: Four Ways to Improve Customer Experience Management
Some catalogers may think that CEM, customer experience management, is the same as CRM, customer relationship management. A new whitepaper from RightNow Technologies, a Bozeman, Mont.-based company that provides organizations with CRM and CEM solutions, notes that effective CRM should include CEM.
The whitepaper defines customer experience as “the customer’s perception of interactions with a brand, from marketing communications to sale and service processes to the use of the product or service.” CEM manages those interactions to build the brand and produce long-term profits. The whitepaper notes that companies using CEM effectively are often the ones that achieve double-digit revenue and profit growth. Here are some of RightNow’s top CEM tips:
* Map it out. The CEM experts at RightNow say start by mapping out the customer experience – all the interactions a customer has with your business – and create a chart. Include emotional responses, such as frustrating or negative points, as well as the positives.
* Make CEM a priority from the top down. Everyone involved in your company must believe in making CEM improvements for them to work. Empower your employees with the proper training and reward them for reaching customer-related goals and milestones.
* Include routine reality checks and act on them. It’s not enough just to measure customers’ experiences, you have to follow up on the feedback you receive. Intuit has quarterly customer experience reviews and random pop-up surveys.
* Let technology help you. The right technology can help make a good customer experience strategy even better. Use IT for analysis, for monitoring and throughout the sales, marketing and service processes.
For more information or to read the RightNow Technologies whitepaper visit: http://rightnow.custhelp.com/cgi-bin/rightnow.cfg/php/enduser/doc_serve.php?2=WPCRM-FORM-CRMMedia-HTML-070327-CEM2 .