What is Customer Experience Management?
Customer Experience Management (CEM) is a relatively new part of enterprise customer management, which looks at what customers experience in every relationship with their company. This includes assessing aspects of the advertising process, the sales process, the support process, and any instance where a company would interact with its customers online or otherwise.
In many ways, CEM is based on previous aspects of corporate IT usage, such as customer relationship management (CRM). CRM tools help companies gather better information about their customers, their identifiers, their past purchases, etc. Customer experience management brings a slightly different perspective on the IT resources that drive decision-making in companies.
At CEM, the user experience or the 'interface' of business relationships is paramount. She asks business leaders to put themselves in the shoes of customers and observe what they perceive as they interact with the company, either online or through different locations. Customer experience management can be understood as a kind of user experience or user interface evaluation in which analysts look at things such as online advertising and marketing, web forms for orders, digital shopping carts, digital or telephone support in stationary Stores. For example, an in-depth look at the way a company uses social media and how their customers respond to platforms like Facebook would be considered a CEM project.