Organizations are struggling to effectively manage all of the customer touch points, and resulting experiences, in today’s multi-channel, multi-device, multi-national world. A new buzzword “CEM” or “Customer Experience Management” is evolving to describe this end-user focused strategy.
The theory is that engaging user experiences build greater differentiation and encourage brand loyalty. To learn more about it, I recently spoke with with Paul Hagen at Forrester whose research focuses on defining a customer experience strategy (B2C and B2B), building organizational culture, and the Chief Customer Officer (CCO) role.
We talked about how CRM is maturing, but also about how the term has developed some baggage through the years. CEM, however, is building momentum as a tool that helps define how and when a consumer interacts with a company. Companies today have to drive information into all available channels strategically, and each channel needs to be effective, easy and enjoyable for the consumer. Paul confirms that digital technologies are a significant component to making this successful – which in his mind is driving a giant shift in corporate strategy.
Today, most companies lack a defined customer experience strategy. More and more organizations will strive to address this problem, and many of them will create a CCO position. Paul suggests customer experience leaders should start by looking at their firms’ overall business strategies, which define competitive positions and set customer expectations of the brand. We see everyday how the web plays a central role in delivering on a corporate customer strategy, and are investing in our customer experience practice area as we continue to work with clients on these issues.