Customer experience management (CEM or CXM) is the process that companies use to oversee and track all interactions with a customer during the duration of their relationship. This involves the strategy of building around the needs of individual customers.[1] According to Jeananne Rae, companies are realizing that “building great consumer experiences is a complex enterprise, involving strategy, integration of technology, orchestrating business models, brand management and CEO commitment.”
Customer Experience Assurance, The purposes for providing customers with services that feature “from performance management oriented network operation to customer experience oriented network operation, and from service quality oriented optimization to network value oriented operation” are as follows:
Analyzing customer interests and establishing an open operation platform by investigating traffic transmitted through networks.
Listening carefully to customer requirements to improve service quality and customer experience.
Eliminating the price scissors effect brought by increased amount but stable income, which makes the marketing costs paid off from the perspective of network operation and maintenance, and thus marketing and operation and maintenance departments can coordinate with each other.
CEM means a lot of different things to different people but the generally accepted definition of CEM is the management of all customer “touch points” with the service provider. These touch points are many and examples include visiting a retail outlet (to order a new service) or contacting the customer care desk (with a service problem). However, by far the biggest touch point that a customer has with any service provider is use of the actual service itself, that is, using their device to make calls, surf the web, watch videos, etc. This is the focus of CEA – ensuring the customer receives the best possible quality of experience in using the actual service itself. So, in summary, CEA is a sub-set of the much larger CEM market space. Note also that the broader CEM typically incorporates initiatives to grow customer usage of services – this is not generally a focus of CEA solutions, although the intelligence that CEA solutions generate is very useful for these customer-usage-driving CEM initiatives.
