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Customer experience management (CEM) is an inflection point in marketing—one that marketers should be using to gain advantages for their companies and their customers. CEM’s role is increasingly vital in a digital world where company reputations and customer loyalty can be gained or lost in an instant. With CEM, the focus is on managing customer engagement in context across all touch points, whether a customer is looking for information, services, or to finalize a product purchase. Along the way, customer engagement can be enhanced by inferred or specific personal knowledge that a customer my opt to provide, such as age or income or other details, as well as digital data that can be captured easily and automatically, including location, search engine used, social networking community, and other information.Attribution required: http://www.cmo.com/reporting/move-over-crm-cem-transforming-marketing-roi
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Customer Experience Management: Transforming Marketing ROI
Anoop SahgalDigital Marketing, Adobe Systems
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Establishing meaningful conversations
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CEM changes the conversation
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Questions businesses must consider with CEM:• How does the customer feel about your brand during the entire lifecycle?
• Do you understand each customer’s needs?
• Are you providing timely, contextually appropriate content?
• Are you delivering them at the right time and through the right devices and channels?
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Marketing from the customer’s point of view.
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Don’t overthink CEM.Become more relevant.
Be more engaging.
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Making sense of data overload:6 tips to get started with CEM
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1. Avoid over-analyzing CEM
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2. Think total experience.
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3. Be responsible.
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4. Resource appropriately.
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5. Additive, not exclusive
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6. Spend wisely and invest in the relationship.
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Companies that embrace these approaches will find themselves building a
pool of longer-term customers that truly empower and support them to grow their
market share and continuously shape and define their products and brands.
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