A: Customer Experience Management (CEM) is a new discipline. Just as sales, marketing and accounting are disciplines, so too is CEM.
CEM is all about improving the quality and profitability of your organization's relationships with its prospects, customers, partners and employees. Sounds easy, but this can best be accomplished through a program designed specifically to deliver value at each customer interaction, or touchpoint.
Think of it like this. Companies want to improve relationships with customers to increase sales, loyalty, and advocacy. But they often leave improving customer relationships to individual employees or customer teams. An individual employee or team can take a customer out to a ballgame or golf, but if that customer's bill is wrong or they have a bad experience with customer service, then these efforts to improve the relationship are negated. The truth is that the true owner of the relationship isn't a person or a team, but the entire organization. That's why organizations need the discipline of Customer Experience Management.
Through Hank Brigman’s implementation model, your organization will develop and implement its CEM Plan to deliver your Experience Strategy and improve customer experiences across the enterprise. The results? Consistently delivering Valued Touchpoints. This improves prospect, customer, partner and employee relationships, which means more sales and greater customer loyalty and advocacy.