What Exactly is Customer Experience Management?
Everyone knows that a business cannot succeed without its customers and in order to keep them happy, you have to take the time to get to know them, who they are and what they want out of the services you provide. Many businesses use CRM software to help foster stronger relationships with its following by using it to track customer information. Knowing their purchase history, social media activity and the amount of times they have communicated with your company, helps you marketing toward them more intuitively. However, it isn’t the only software made to help strengthen a business/customer relationship. Let’s talk about another acronym, CEM.
What Is It?
Customer experience management is the collection of processes used by a company to oversee and organize all interactions between a customer and an organization through the customer lifecycle. The customer lifecycle means the progression between a customer considering, purchasing and ultimately maintaining loyalty to a product or brand. This software basically helps businesses focus on the needs of its customers through keeping a close eye on all interactions from beginning to end.
What’s unique about this software is that it makes a business view itself from the perspective of the customer. Because of that, decisions made by businesses can be made with the customer’s thoughts and emotions in mind, acting as a heavy influence. Customer experience management’s goal is to optimize interactions from a customer’s prospective and create customer loyalty. As mentioned at the beginning of this post, your customers are the most vital part of a business and their thoughts and opinions matter.
Difference Between CRM and CEM
In certain ways, both CRM and CEM may seem like they are the same type of software. They focus on the satisfaction of the customer and are both tools that are made to capture customer data. While they do bear resemblance to one another, the end goal for both software’s are completely different. Since we already know that customer experience management software tracks and oversees all interactions between a customer and organization throughout a customer lifecycle, let’s explain CRM.
Customer relationship management refers to strategies used by companies to manage and analyze customer information and communication. Information such as contact information, social media communication and purchase history to create sales opportunities can all be maintained in the system. Knowing this information allows a business to market and provide top notch customer service to its clientele.
The difference? CRM is a great tool for gathering data on your customers, getting to know them in terms of data and numbers. CEM allows you to see your customers are people who act as the most important part of your brand.
Is It For You?
If you are interested in knowing more about your customer base, customer experience management may be a good fit for you as it is designed to collect and analyze customer feedback and data. There are many benefits to paying close attention to what your customers believe and listening to them may benefit a business in the long run.
In the world of software, there are a ton of acronyms that float around in daily conversation. It is easy to get overwhelmed with this constant source of information. While it is easy to feel swamped with details about them all, they are important to know, especially if you are a business owner looking to closely incorporate customers into your business decisions.