[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/12\/19\/customer-experience-management-2017\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2016\/12\/19\/customer-experience-management-2017\/","headline":"What is customer experience management, and why does it matter?","name":"What is customer experience management, and why does it matter?","description":"Customer experience management can make or break your business. So what is customer experience management? And how can you use it?","datePublished":"2016-12-19","dateModified":"2022-09-27","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/mark-de-bruijn\/#Person","name":"Mark de Bruijn","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/mark-de-bruijn\/","identifier":188,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/a0609a711c927bb14a4b550ed378b5f047d19e8d86211dbfe2408759eb6cf75a?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/a0609a711c927bb14a4b550ed378b5f047d19e8d86211dbfe2408759eb6cf75a?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2016\/12\/thumbnail-06aecb92c5d11fb36e41a8fb51e81c63.jpeg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2016\/12\/thumbnail-06aecb92c5d11fb36e41a8fb51e81c63.jpeg","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2016\/12\/19\/customer-experience-management-2017\/","video":[{"@context":"http:\/\/schema.org\/","@type":"VideoObject","@id":"https:\/\/www.youtube.com\/watch?v=hWabY4D-YwU#VideoObject","contentUrl":"https:\/\/www.youtube.com\/watch?v=hWabY4D-YwU","name":"KLM Dreamliner Boeing 787 in 360 degrees","description":"Meet KLM\u2019s new Boeing 787 Dreamliner. The new way of flying. Visit the website here; https:\/\/787dreamliner.klm.com  On 23 November 2015 we welcomed the newest member of our fleet, the Boeing 787 Dreamliner. One of the most advanced airplanes of its time, which offers by default top-level quality and comfort. Nonetheless, KLM wanted to take an extra step to offer its passengers an even more exceptional flight experience. We have therefore added some extra features on top of the already amazing features of the Boeing 787 Dreamliner. This will allow passengers to be more relaxed and fit when they arrive at their destination.\n\nThe Boeing 787 flies to Abu Dhabi with final destination Bahrain, Dubai, Sao Paolo and later in 2016 it will also fly to Cairo, Aruba with final destination St. Martin, Capetown, San Francisco, Toronto, Rio de Janeiro, Osaka, Delhi, Hangzhou, Xiamen, Chengdu, Shanghai. Check the booking tool on http:\/\/www.klm.com for detailed flight and schedule information.\n\nwww.klm.com\nwww.facebook.com\/klm\nwww.twitter.com\/klm","thumbnailUrl":["https:\/\/i.ytimg.com\/vi\/hWabY4D-YwU\/default.jpg","https:\/\/i.ytimg.com\/vi\/hWabY4D-YwU\/mqdefault.jpg","https:\/\/i.ytimg.com\/vi\/hWabY4D-YwU\/hqdefault.jpg","https:\/\/i.ytimg.com\/vi\/hWabY4D-YwU\/sddefault.jpg","https:\/\/i.ytimg.com\/vi\/hWabY4D-YwU\/maxresdefault.jpg"],"uploadDate":"2016-03-31T16:05:20+00:00","duration":"PT2M56S","embedUrl":"https:\/\/www.youtube.com\/embed\/hWabY4D-YwU","publisher":{"@type":"Organization","@id":"https:\/\/www.youtube.com\/channel\/UCOzdP6ZlqpPKDdx7zibzJmw#Organization","url":"https:\/\/www.youtube.com\/channel\/UCOzdP6ZlqpPKDdx7zibzJmw","name":"KLM Royal Dutch Airlines","description":"Welcome to KLM's official YouTube channel! We open our doors and share our passion for aviation, travel, and connecting people worldwide. Join us in the pilot's seat for Cockpit Tales, follow our interns on their adventures in Intern on a Mission and see the dedication of our KLM family \u2013 we're taking you along for the journey! \ud83d\udc99\u2708\ufe0f\n","logo":{"url":"https:\/\/yt3.ggpht.com\/2Ic5KhpQP9C7_CV-oldHO0zPewtMOy7U5cuyhldaesFVHHQWHJDLJMAkMvcjdzPu0zP--hJT9g=s800-c-k-c0x00ffffff-no-rj","width":800,"height":800,"@type":"ImageObject","@id":"https:\/\/www.youtube.com\/watch?v=hWabY4D-YwU#VideoObject_publisher_logo_ImageObject"}},"potentialAction":{"@type":"SeekToAction","@id":"https:\/\/www.youtube.com\/watch?v=hWabY4D-YwU#VideoObject_potentialAction","target":"https:\/\/www.youtube.com\/watch?v=hWabY4D-YwU&t={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"},"interactionStatistic":[[{"@type":"InteractionCounter","@id":"https:\/\/www.youtube.com\/watch?v=hWabY4D-YwU#VideoObject_interactionStatistic_WatchAction","interactionType":{"@type":"WatchAction"},"userInteractionCount":345449}],{"@type":"InteractionCounter","@id":"https:\/\/www.youtube.com\/watch?v=hWabY4D-YwU#VideoObject_interactionStatistic_LikeAction","interactionType":{"@type":"LikeAction"},"userInteractionCount":1677}]},null],"about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/customer-engagement-marketing\/","name":"Customer Engagement","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_engagement","http:\/\/www.wikidata.org\/entity\/Q5196451"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/customer-experience\/","name":"Customer Experience","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_experience","http:\/\/www.wikidata.org\/entity\/Q984142"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/customer-experience\/customer-experience-general\/","name":"Customer Experience","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_experience","http:\/\/www.wikidata.org\/entity\/Q984142"]},"Future of Grocery Retail",{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/commerce\/trends-commerce\/","name":"Trends","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Fad","http:\/\/www.wikidata.org\/entity\/Q787045"]}],"wordCount":1242,"keywords":["CRM | Customer Relationship Management","CRM Trends","Customer Engagement","Customer Experience | CX","Customer Experience Management","Data","Marketing"],"articleBody":"The customer experience can make or break an organization, but what is customer experience management (CXM), and how does it play into the future of your brand? How do you know where you stand? And what strategy do you follow to offer a state-of-the-art customer experience?You don\u2019t have to tell the average manager that the customer experience is crucial for the success of his company. A study by Gartner shows that nine out of ten marketers expect the customer experience to be the main differentiator for their businesses.But some companies don’t take the total customer experience seriously. Often they don\u2019t really know what their strengths and weaknesses are, and what information about customer behavior illustrates that. With such a lack of understanding, you’re already two steps behind nowadays.And, when your customers start complaining, it\u2019s already too late.      What is Total Experience: Definition, benefits, tips                Learn how total experience (TX) combines customer experience, employee experience, user experience, and multiexperience to transform business.      What is customer experience management?Customer experience management (CXM) is the strategies, processes, skills, and technologies dedicated to understanding customers and their interactions with a brand to cross-functionally deliver outstanding customer experiences that boost customer loyalty, brand advocacy, and customer satisfaction.For the record: a good customer experience strategy goes way beyond friendly customer service or webcare.All parts of business \u2013 all touchpoints where potential customers come into contact with the company \u2013 contribute to or compromise the customer experience.From marketing efforts to the buying process\u2014both in your shop or via (mobile) websites or apps. But the contact points after the purchase are also of great importance. You have to measure and analyze almost everything to get an idea of the multitude of it all.There are all kinds of inventive ways to improve the customer experience. For instance, airline company KLM lets you experience business class travel through a 360\u00b0 video. Or imagine yourself walking through the distillery of whiskey brand Jack Daniel\u2019s in virtual reality. And drink manufacturer Diageo uses the technology to illustrate the dangers of drinking and driving.The Lufthansa and Jack Daniel’s videos have both been viewed over 200,000 times. These are all potential customers who might consider booking a flight or purchasing a bottle of whiskey. But this kind of content\u2014because of the high entertainment value\u2014 is also perfect for telling your brand story and is a great opportunity to reach a bigger audience… including your existing customers.      Seamless customer experience: CX can make or break a brand                A seamless customer experience is a priority for brands today, with 84% of companies that improve their CX seeing increased revenue.      Customer experience management: How are we doing?If you want to know what customer experience management is, it’s smart for any organization to have a critical look at what the customer is experiencing with their brand. How far are we in terms of customer experience maturity? What should we actually do to optimize this experience?Customer Experience Management (CEM) is the perfect tool to answer these questions and to manage everything accordingly.Gartner distinguishes five stages of \u2018maturity\u2019 in its CEM Maturity Model:Initial: At this stage there is no overarching CEM strategy. There are also no specific requirements or objectives and interaction with customers is organized and registered by department, without cohesion. CEM is not yet a priority in the boardroom.Development: The company begins to realize that it is necessary to develop a CEM strategy. The existing systems for managing the customer experience are being critically reviewed, which brings limitations of the current strategy to light. Plans are being made to implement technological innovations. Senior management acts as a supercharger.Definition: The CEM strategy is beginning to take shape in this important stage of the journey. The company has specific objectives for the short, medium and long term that are discussed with the boardroom. Business processes are standardized across the organization. And policies for governance and compliance are coming into effect.Managed: The field of CEM is developing extensively and the company is beginning to reap the rewards. The investments in CEM may have already been recovered. At all levels, the employees are convinced of its usefulness. They recognize that perfecting the customer experience and the focus on the customer offer a competitive advantage. Training is organized in order to ensure CEM becomes a structural part of the company. Moreover, technology is rolled out for collecting and analyzing all customer data, so that the customer experience can continuously be improved.Optimized: In this phase CEM is already deeply embedded in the organization. No more encouragement for the staff is needed to work in a customer-centric way. The business processes and the technological infrastructure allow the company to measure every customer interaction. All this information comes together in a central hub, where the company is able to distract insights from. The CEM metamorphosis is finally complete.      Generation Z consumer behavior: What brands need to know                Gen Z consumers are beginning to flex their economic muscles, bringing different perspectives and expectations than previous generations. Brands need to adapt.      Don’t forget measurement: A crucial part of customer experience managementThere are several free tools for measuring your customer experience maturity. Such a tool analyzes the entire process from customer experience to customer needs. By doing so, organizations gain insight into how effectively they serve their customers during the seven stages of the customer journey: Awareness, Discovery, Interest, Consideration, Action, Use, and Advocacy.By now you probably have a good idea of how your customer experience measures up. But what then?A CEM strategy includes the following steps:Log all interactions: First, make sure that you record the interactions with your customers so that they are measurable. From website visits, bounce rates and conversion to customer satisfaction surveys and product reviews. You probably have more data available than you think.Provide an overview: Identify which sales and communications channels are already functioning reasonably well to find out where improvement is needed. Try to quantify the available data as much as possible. That way you get a (real-time) picture of the strengths and weaknesses of your customer experience.Find out where things go wrong: Just one disappointing interaction or bad experience can turn a loyal customer into a former customer. These moments should be identified, so that you know which touchpoints need to be enhanced. Customer experience software helps you combine multiple data sources.Use the insights: The analysis of customer data continuously leads to new insights to improve the customer experience. Connect these insights into concrete actions. Is your website running slow and are you losing visitors because of it? Then find out what the cause is and take measures such as the purchase of a faster server.Implementing CEM will be a lengthy process, but it has a major impact on all aspects of your company. It means that all business processes, systems, and applications need to be continuously monitored closely. A large part of the technological infrastructure will have to be replaced or renewed. And the way of working also changes.Chances are that CEM is not mature yet in your organization. But companies that ignore this trend will soon be defeated. The customer reigns, more than ever before. If you don’t roll out the red carpet, someone else will.  Ready for the next big disruption?Want to be?Future-proofing your businessstarts HERE."},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2016","item":"https:\/\/www.the-future-of-commerce.com\/2016\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"12","item":"https:\/\/www.the-future-of-commerce.com\/2016\/\/12\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"19","item":"https:\/\/www.the-future-of-commerce.com\/2016\/\/12\/\/19\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"What is customer experience management, and why does it matter?","item":"https:\/\/www.the-future-of-commerce.com\/2016\/12\/19\/customer-experience-management-2017\/#breadcrumbitem"}]}]