The Customer Experience encompasses every touchpoint an individual has with a company, brand,
product or service. It cuts across:
- All Marketing Channels: retail, direct, online, mobile and call-centers
- Through each stage of the customer life-cycle: awareness and consideration, conversion
and purchase, and ultimately usage and retention
- In every aspect of a product or service: not only the basic features and options, but also
things such as the logo and tagline, the music customers here when they are on hold, the color
and shape of the box the product is delivered in, to even the bag you put it in when they walk out
the store
- Even those things you can't always control:
YouTube, MySpace, Facebook and blogs
Customer Experience Management (CEM)
Today the single greatest opportunity for achieving growth is to optimize the Customer Experience.
It is now critical to have a defined strategy for designing and managing the Customer Experience
-- it canʼt be left up to the people on the front lines.
Customer Experience Management (CEM) is a systematic approach to incorporating the needs of
each customer into the strategy, design and execution of every customer touchpoint.
Executing on a Customer Experience Management strategy results in:
- Improved Awareness of Products and Services
- Better Inquiry Conversion
- Faster New Customer Activation
- Higher Cross-Sell Rates
- Lower Attrition time
All of this, of course, leads to a greater Share of Wallet, a higher Life-time Value for each
customer and ultimately a better Return-On-Investment for each dollar spent on attracting and
converting new customers.
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