Glossary · Customer Satisfaction
Customer Experience Management
The strategic discipline of measuring and improving every customer interaction. CX operationalised.
CEM in Practice
The CEM Operating Loop
- Listen - Collect direct and indirect feedback at every key touchpoint
- Analyse - Identify patterns, friction points and drivers of loyalty
- Act - Fix what is broken, amplify what works
- Close the loop - Tell customers what changed, both individually and at programme level
- Measure - Track impact on experience and business metrics
Most organisations are strong at step 1 and weak at steps 3-4. The gap between listening and acting is where CEM programmes succeed or fail.
Frequently Asked Questions
CRM is organised around the company's view of the customer: accounts, deals, pipeline. CEM is organised around the customer's view of the company: journeys, touchpoints, feelings. They use different data and serve different decisions.
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