Customer experience management (CEM) is not just repackaged CRM. CEM marks a shift from internal customer management to external customer engagement.
Pam Baker's article provides a thorough account of the ongoing changes and transformation from Customer Relations Manager (CRM) to Customer Experience Management (CEM) tools. It is about understanding the overall journey of your clients with your brand/product/service and offer solutions at every touch point of this journey.
"In Minority Report, talking billboards and point-of-purchase signs greeted Tom Cruise's character by name, in the store and on the sidewalk, and asked him specifically about his last purchase – in detail but conversationally. The signs and portals also offered him suggestions and waited to hear whatever Cruise wanted to say. Such glitzy displays of CEM are not yet in widespread use, but they are not far off either. The intimate customer knowledge behind such glitz, however, is already here."
"CEM is a 'set of applications and methods that turn visibility of each and every customer's experience over time and across all moments of interaction, into tangible business advantage,'" says Anandan Jayaraman, chief product and strategy officer at Connectiva Systems.
Intimate details and trackable data on individual customers, for the most part, already exist. However, it took the advent of CEM technologies to make that data actionable. "Too often, the datastreams that paint the total customer picture exist in silos," says Cheryl Flink, vice president of customer experience solutions for Market Force Information.
"Marketing collects satisfaction and social media data. Operations collects mystery shop data. Merchandising collects competitive pricing information," she explained. "That can create chaos with stakeholders in different silos seeing only a part of the elephant."
"Without integrating the datastreams, it's difficult to know where to focus in order to improve the experience," she said.
But as the article will show, it's not just about collecting digital data...