CEM—yet another business acronym! All you need to know is it stands for Customer Experience Management and, well, it’s what everyone in your business should be aware of -at the very least.
If you’re dedicated to managing the customer experience with your company, you need to be aware of it at every point of interaction a potential customer may have with you. This article from the Customer Guru explains that managing it means doing so at every point of contact—in your print ads; when a customer searches for you online; when someone contacts your retail store; when someone asks a friend for a recommendation or an opinion; and finally when your product is purchased and used.
Only by gauging and understanding the customer’s expectation can a company deliver an experience that meets or exceeds that expectation.
So, how can you manage things? Try the three M’s…
Measure: Determine a method to figure out your current level of customer satisfaction; then decide on a goal. Then, consistently measure what you’re doing.
Monitor: You’ll need to keep close tabs on the fluctuations in the measurements you set up in step 1. When there’s a blip—up or down—figure out why.
Manage: To manage what you’re doing, you’ll need to connect with your customers and gain their feedback. With the feedback, strive for your next level of improvement.