What is Customer Experience Management (CXM/CEM) & How to Get it Right

The latest statistics report that customers are willing to pay up to 16% more if it means a great customer experience. However, once their experience is bad, they usually go tell about it to warn other people from using the brand.

90% of brands nowadays agree that customer experience should focus on building a branding strategy – regardless of the revenue, company, or industry. Most business owners actively invest their time and money into Customer Experience Management campaigns to know exactly what buttons to push to keep their clients loyal to the brand. So, what is customer experience management (CXM) exactly?

What is customer experience management?

The practice of designing and reacting to customer interactions” – Gartner. Overall, managing customer experience means actively influencing every interaction the clients have with a brand.

This is achieved by a smart combination of research, analytics, and customer experience management software.

The process is quite a time-consuming one and requires a lot of dedication, first of all, from the top – founders and other higher-ups. Such global work with every customer a brand has is done for several reasons:

  1. To increase brand loyalty. In today’s world, customer demands are getting higher every day. These days providing awesome CX is a default for every brand, and to catch people’s attention, you have to give more than they expect. If you do that, your customers won’t ever want to leave you: their loyalty will increase.
  2. To increase brand satisfaction. If every interaction with a brand is smooth, there are more reasons to recommend a brand to more people.
  3. To increase revenue. First of all, if the customers never leave a brand due to high loyalty, they will keep spending money on your services. New customers will be achieved through word of mouth as well. Also, as we mentioned before, people are willing to pay more for excellent customer experiences – you can eventually raise the prices for your services.
  4. To save money on customer churn rate.

Customer experience management strategy: Tips

Tip #0: Make Customer Experience Management your goal

As a business owner, the first thing you need to do is decide to constantly and consciously manage every interaction across the customer lifecycle. It shouldn’t be done half-heartedly: the strategy must be cohesive and ongoing if you want to receive credible data.

Tip #1: Know your customer

To cater to customers and build close connections with them, you need to know them. Therefore, create customer profiles that will include generalized information such as demographic, transactional, and log data and the more detailed social media, video, RFID, sensor, geolocation, etc.

Based on such data, you can analyze the customer value for your brand later and conduct a behavioral analysis.

Tip #2: Keep it personal

Now that you know exactly who you’re dealing with, you can start offering more personalized experiences to your customers: recommendations, offers, service actions, etc. In today’s world, people appreciate it when a brand makes them feel special and one-of-the-kind. 

Tip #3: Try on customers’ shoes

One of the best ways to check all the customers’ touchpoints is to dive in and try everything yourself. Your goal is to go through every step of the customer lifecycle, from awareness to loyalty, and find the points of pain. Then, after that, you need to eliminate them to smoothen out the process. 

Oftentimes, it helps to hire other people to test out your brand’s services, and you can even ask your real customers for their honest opinions and troubleshooting. Working on a project, we are prone to getting tunnel vision to prevent us from seeing the real issues.

Tip #4: Listen to feedback

Value every feedback you receive, especially the bad one. Those are free tickets to improving your customer experience. Thinking that you cannot please everyone can be rather damaging to your business, especially if you’re seeing multiple users complaining about the same thing repeatedly. That is a clear indicator that this is a pain point, and something needs to be done.

Tip #5: Conduct data surveys

One of the major ways to collect data and manage it is to conduct data surveys. Whatever it is that you want to know – the client background, their experience with your brand, or how your employees treated them – you can use multiple channels to gather the information. 

Operational data collection:

  • CATI Surveys: Computer-assisted Telephone Interview. A survey is conducted over the phone, with the interviewer logging all the answers into a specific customer experience management software tool.
  • CAPI Surveys: Computer-assisted Personal Interview. An in-person interview (face-to-face interview), with the interviewer logging all the answers into a specific customer experience management software tool.
  • CAWI Surveys: Computer-assisted web interview. A customer is answering questions directly on the website, using pre-created questionnaires embedded on the page.
  • Email surveys: A brand is collecting information by sending out emails to its customers.
  • SMS surveys: A brand is collecting information by sending out SMS letters to its customers.

Customer satisfaction surveys:

  • Customer Satisfaction Score (CSAT): single-question survey with the binary response (yes/no, happy face/sad face). Usually addresses questions like “Did the product meet your expectation?”, “Did it help you with your issue?”
  • Net Promoter Score (NPS): single-question survey usually asking the client to rate how likely they would recommend the product to someone else, on a scale of 0-10.
  • Customer Effort Score (CES): a survey measuring how easy it was to either use the service or get the problem solved through customer support.
  • Milestone surveys: a full questionnaire sent out at key moments of the customer journey to better understand the user experience.

Customer Experience Management Solutions

While customer experience management is not an especially easy process, luckily, some tools can help. For example, CXM software like Checker helps to collect, track, manage, organize, analyze, personalize and execute relevant interactions with customers – all within the same application.

What is a Checker?

Checker is a multichannel or omnichannel Customer Experience Management software. Within the app, you can conduct all types of surveys mentioned in the article before, making sure the data is never lost.

Checker empowers brand owners with all the solutions they need for different types of Survey Tracking, Customer Experience, and Voice of Customer measurements across multiple channels and devices. With its robust KPIs and brand tracking metrics, brand owners will get continuous real-time performance measurements of any market research project.

benefits of using CXM software solutions
Customer Experience Management Tools Benefits

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