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Customer Experience Management

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Customer Experience Management One of the latest management techniques or buzz words in the business world. Most people know of Customer Relationship Management (CRM), but aren't aware of CEM.

What is it exactly?

It is the process of managing a customer or client's experience with your (or an)
organization, in such a strategic manner that the client feels the effect of the company caring about what they, the customer, have to say. It represents the company's ability to read and focus on their customers' feedback.

Why is it so important?

All business is dependant on the customer, because the customer generates the revenues. The problem is that management get caught up in too much bureaucratic red tape and tend not to listen to their customers. That is where some believe CRM falls short, too m any papers and reports and functions and not enough interaction or contact with the client. CEM can also be used to prevent any complaints from becoming a situation where the customer is lost to the company - if managed correctly.

When an organization decides to implement Customer Experience Management it must be done from the very apex of the company, Chief Executive, right down to the workforce on the ground. Every staff member must fully commit to the CEM policy, as this will ensure that whenever a valued or new customer comes into contact with the company, an experience will be 'activated' and he or she will have been exposed to this unique brand building exercise without being bombarded by the ever-increasing print, online, television and radio advertising.

The ideal situation is the appointment of an individual to design, implement and operate the CEM policy. This will combine an HR and PR role, as the individual will train staff and handle all customer experience related issues within the company. The Head Customer Officer can structure company policy to empower frontline staff to deal effectively and efficiently with customers, enabling them (within reason) to bypass unnecessary red tape. A performance related incentive scheme will encourage the staff to subscribe and commit to a truly customer-centric framework.

Famous Why? Customer retention, acquisition. Company sustainability.
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Tags: business, management, advertising

Category: Business Articles  - ( Business Articles Archive)

Date Added: 22 August '09

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