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Customer experience management (CEM) is a relatively new part of enterprise customer management that involves looking at what customers experience in every part of their relationship with the business. This involves evaluating aspects of the advertising process, the sales process, the support process and every instance where a business would interact with its customers, online or otherwise.
In many ways, CEM is built on prior aspects of enterprise IT use, such as customer relationship management (CRM). CRM tools help businesses compile better information about their customers, their identifiers, their past purchases, etc. Customer experience management brings a slightly different angle to the IT resources that drive decision making in companies.
With CEM, the focus is on the user experience or the “interface” of business relationships. It asks business leaders to put themselves in the customers' shoes and look at what they perceive as they interact with the business, either online or through different venues. Customer experience management can be thought of as a kind of user-experience or user-interface evaluation wherein analysts look at things like online advertising and marketing, Web forms for orders, digital shopping carts, digital or phone support, as well as what goes on in brick-and-mortar stores. For example, an in-depth look at the way a business uses social media and how its customers respond on platforms like Facebook would be considered a CEM project.