Customer Experience Management is an essential part of every business. Earlier the main goal for every business was to earn profit but now it has changed towards satisfying the customer. Customer experience management deals with the process of understanding the customer needs and delivering the products and services according to that. Every business wants to create the valuable and long term relation with the customers so that they return to the company again and again. For this, the organization needs to create the customer experience management strategy or plan. Delivering the good CEM means the customer will return to the company again and again. If the company is not able to deliver the good CEM, the customer will not like to come back to company and even they will spread negative word of mouth. Not only the company should deliver best customer experience management but also make it the differentiated one in order to gain the competitive edge. It helps the company to expand the relationship with the customer and retain them for longer period.
Below is the list of components that are included in the customer experience management program:
Strategy: Strategy is the most important component of CEM. Without strategy no goal can be achieved. The organization should develop the customer experience management strategy for the long term to achieve its objectives and goals. It should also include the mission and vision of the company.
Business Process Integration: It means that CEM program should incorporated in other business operations. It should be communicated to each and every department so that they are aware of program.
Governance: The policy related to the customer experience management program should be drafted in which all the rules, roles, regulations be mentioned. The actual voice of the customer needs to be incorporated in the program.
Method: In the CEM program, customer perception needs to be added and this can be done through feedback. Method, another important component tells us the ways to collect the feedback from the customer. There are different ways to collect the feedback from the customers like surveys, social media etc.
Reporting: Now after collecting the feedback, reports need to be made. All the data has to be analyzed to know about the customers needs.
Research: In research, the company use different methods to get better results by using different types of customer data. Linkage analysis is the one method that is used.