Customer Experience Management
FREQUENTLY ASKED QUESTIONS

12 OF THE MOST FREQUENTLY ASKED QUESTIONS IN CX AND EXPERIENCE MANAGEMENT

1 WHAT IS CUSTOMER EXPERIENCE?

Customer experience is the aggregate of all interactions, perceptions, and emotions a person has while attempting to reach a desired goal or outcome.
It is not merely about the experience a customer has with a particular company, but with any company they may encounter while on the journey to the result they need.

📽️ Video: Your Definition of Customer Experience needs to be corrected!

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2 WHAT IS CUSTOMER EXPERIENCE MANAGEMENT?

Customer Experience Management (CEM or CXM) is a strategic approach used most commonly as a competitive differentiator. It involves aligning every aspect of an organisation towards the delivery of customer needs and successful outcomes no matter how far removed the customer is perceived to be.

This includes:

Customer journey – what the customer does, expects and feels.
Customer Interactions.
Supporting internal process.
Associated team and hierarchy structures.
Performance metrics.
Digital capabilities.
Vision, mission & strategy.

Typically, companies who engage in Customer Experience Management activities outperform those who do not.

Customer Experience Management (CEM) is the practice of proactively managing customer interactions, perceptions, and emotions in order to create positive customer experiences throughout the customer journey.

It involves understanding customer needs, preferences, and expectations and then creating tailored experiences that meet these needs, that are memorable and leave a lasting impression.

CEM also requires connecting the customer experience to the means of delivery, such as the organisation's people, processes, and systems. This means that CEM requires a comprehensive understanding of the customer journey and ensuring that the organisation's people, processes, and systems can work together to provide a seamless experience that meets customer needs and expectations.
Additionally, CEM requires a focus on developing customer relationships and fostering loyalty by providing ongoing support, feedback, and value

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3 WHY IS CUSTOMER EXPERIENCE MANAGEMENT IMPORTANT FOR BUSINESS?

It would be a mistake to disregard the concept of customer experience as an idealistic or sentimental one. It has become a central element in the ultra-competitive and interlinked worldwide market.
There is a real economic benefit to managing customer experience properly. By doing so, it is possible to: Increase brand loyalty by creating unique experiences. Amass additional sales from current and new customers acquired by word of mouth. Foster customer commitment (and even build brand advocates) by providing invaluable and memorable customer encounters—also Minimising expenses by decreasing customer turnover.

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4 HOW CAN I MEASURE CUSTOMER EXPERIENCE?

Measuring customer experience is a vital part of ensuring customer satisfaction. Customer experience is a now quantifiable value that previously had been hard to calculate but can directly be measured through various techniques.

Traditional Measures	Now Measures (2023)	Future Measures (2023>)
Net Promoter Score (NPS) Customer Satisfaction (CSAT) Customer Effort Score (CES) Customer Journey Analysis Customer Feedback Voice of Customer (VOC)	Artificial Intelligence (AI) Mystery Shopping Machine Learning Automated Chatbots CX6	Natural Language Processing (NLP) CX Rating aka 4E’s Predictive Analytics Needs of Customer (NOC) CX6+ The new stuff

For many years, traditional measures such as surveys, customer satisfaction (CSAT), and customer journey analysis have been the go-to solutions for measuring customer experience. These also include measures such as Net Promoter Score (NPS), Customer Effort Score (CES), and Voice of the Customer (VoC).

In the future, even more sophisticated solutions will continue to develop, such as automated chatbots, natural language processing (NLP), virtual reality (VR), predictive analysis, and multi-dimensional online reviews. By using these advanced technologies, companies can better understand the individual needs of each customer and develop more tailored experiences.

📽️ Video: Measuring the wrong things well: Houston, we have a problem.

📽️ Video: The CX6 measurement system Introduction.

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5 WHAT ARE THE COMMON CHALLENGES BUSINESSES FACE WHEN IMPLEMENTING A CEM STRATEGY?

No clear customer experience strategy:
A clear customer experience strategy is essential for success. With one, businesses will be able to create a consistent customer experience across all touchpoints.
Lack of customer insights:
To properly implement a customer experience management strategy, businesses must develop and understanding of what customers want, need and expect.
Poor data integration:
Integrating customer data across all systems can be complex, and mistakes can be costly. The right customer data integration strategy is essential for successful customer experience management.
Inadequate resources:
Implementing a customer experience management strategy requires resources, including personnel and financial investment. If a business does not have the resources to ensure success, then it will struggle to reach the goals and outcomes desired.
Difficult change management:
Implementing customer experience management requires changes to organisational design and processes. Change management can be complex, and businesses often struggle to make these changes without disrupting their customers.

📽️ Video: The number 1 reason why CX so often fails.

🥇 Enhance your customer experience career with an Accredited Customer Experience Master® qualification. Get the info you need at https://bit.ly/GCCACXP

6 HOW CAN I CREATE A CUSTOMER CENTRIC CULTURE?

Set customer experience goals and objectives:

Establish clear and measurable goals and objectives to guide your customer experience strategy.
Create a customer-focused mission statement: Develop a mission statement communicating your company’s commitment to creating a great customer experience.
Train your employees: Provide training on customer service and customer experience best practices.
Develop customer empathy: Help your employees understand and foster compassion for their customers.
Recognise and reward employees: Recognize and reward employees who go above and beyond for their customers.
Measure and improve: Track customer experience metrics (e.g. customer satisfaction, net promoter score) and use this data to inform improvements.

📽️ Video: Creating a Customer-Centric Culture (Panel of Experts)

🥇 Enhance your customer experience career with an CJM Professional® (CJMP®) qualification. Get the info you need at https://www.cjmplus.com

7 HOW DOES CUSTOMER EXPERIENCE MANAGEMENT DIFFER FROM CUSTOMER SERVICE?

Customer experience management (CEM) and customer service are related but distinct concepts. Customer service is focused on providing individual customers with the help they need, while CEM is focused on creating a positive overall customer experience throughout the entire customer journey.

While customer service addresses customer needs individually, CEM takes a more holistic approach. It involves understanding customer needs and expectations, tracking customer behaviour and feedback, and implementing strategies that create a positive customer experience across all touchpoints.

CEM is also more focused on proactive measures than customer service. For instance, CEM might involve conducting Needs Assessments to identify where customers need help and introducing new products or services that meet customer needs. On the other hand, customer service is more reactive, focusing on addressing customer wants as they arise.

🥇 Enhance your customer experience career with an Accredited Customer Experience Master® qualification. Get the info you need at https://bit.ly/GCCACXP

8 WHAT ROLE DOES TECHNOLOGY PLAY IN CEM?

Technology plays a crucial role in customer experience management. By leveraging customer data and analytics tools, businesses can better understand customer behaviour, needs, and expectations. This data can then be used to improve customer experiences across all touchpoints.

Technology can also automate customer service processes by responding to customer inquiries and providing personalised offers.

Automation can help businesses improve efficiency and customer satisfaction by addressing customer needs quickly and accurately.

Finally, businesses can use technology to offer customers more personalised experiences. With the help of AI-driven solutions, companies can customise their customer journeys, tailoring content and offers to meet specific customer needs.

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9 HOW CAN I CREATE A CUSTOMER JOURNEY MAP TO IMPROVE CX?

Generating a customer journey map is a great tactic to advance the customer experience.

This customer journey map visually demonstrates the many points of interaction between a customer and your business, from the moment they discover your product or service to the decision to buy and the post-purchase experience. By producing this map, you can gain a better understanding of how customers interact with your business and recognise which areas need to be improved.

The first step in constructing a customer journey map is to assemble data on the customer journey. This can include surveys, focus groups, interviews, and other forms of customer feedback. This data can give helpful insights into the customer journey and help you find any opportunities or gaps in the experience.

After collecting the data, you must visually represent the customer's path. You can do this with computer software and the Customer Performance Landscape (CPL) – see FAQ 12 below.

This illustration should include all the touchpoints in the customer journey, such as the customer's awareness of your product or service, purchase decision-making, and the post-purchase experience. A shorthand way of thinking this way is understanding that the journey starts when the need arises and isn’t completed until a Successful Customer Outcome is delivered. Needs to Outcome is often abbreviated N2O.

When the customer journey map is finished, it must be fully integrated into a tool such as the Customer Performance Landscape. Subsequently, the journey will be connected and aligned with the other elements of the CPL.

Improvements may be identified that include simplifying processes, providing more customised customer service, making the user experience on your website more enjoyable, or introducing new products and services to meet customer needs. Improvements and suggestions will be included in the overall Customer Experience Management program.

By creating a customer journey map, you can gain valuable insights into the customer experience and take steps to improve it. This can help boost customer satisfaction, loyalty, and sales.

🥇 Enhance your customer experience career with an Accredited Customer Experience Master® qualification. Get the info you need at https://bit.ly/GCCACXP

10 WHAT IS THE DIFFERENCE BETWEEN CUSTOMER JOURNEY MAPPING & CUSTOMER JOURNEY MANAGEMENT?

Customer journey mapping and customer journey management are two related processes that share the same goal: to improve the customer experience. However, they are distinct processes with some key differences.

Customer journey mapping is the process of creating a visual representation of the customer journey, from their initial discovery of your product or service, to their purchase decision, to the post-purchase experience. It involves collecting data on the customer journey and analysing it to identify any problems or gaps in the experience. Customer journey maps are part of a much broader discipline of customer journey management.

Customer Journey Management, on the other hand, is the process of
(a) connecting customer journeys to the people, process and technology,
(b) identifying improvements to those connections,
(c) optimising the customer experience, and
(d) managing the customer experience ecosystem. This could include innovating and streamlining processes, providing more personalised customer service, improving the user experience across their complete journey from Needs to Outcome, or introducing new products and services to meet customer needs. Customer journey management may include customer journey maps.

📽️ Video: Customer Experience Management is NOT just Journey Mapping
📽️ Video: Five common failures of Customer Journey Mapping

🥇 Enhance your customer experience career with an CJM Professional® (CJMP®) qualification. Get the info you need at https://www.cjmplus.com

11 HOW DO WE JUSTIFY CUSTOMER EXPERIENCE MANAGEMENT TO THE ORGANISATION?

📽️ Video: The Hard benefits of Experience Management
📽️ Video: Quick snapshot justification
📽️ Video: Three biggest questions CX Leaders Ask
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🥇 Enhance your customer experience career with an Accredited Customer Experience Master® qualification. Get the info you need at https://bit.ly/GCCACXP

12 WHAT ARE THE KEY COMPONENTS OF A CUSTOMER EXPERIENCE MANAGEMENT STRATEGY?

Establish Explicit Objectives for Your Customer Experience Management Plan
Gather and Examine Appropriate Data to Assess Your Customer’s Encounters
Identify the dependencies and connections from customer interactions through to people, processes and systems
Create a Customer Performance Landscape*
Recognize Areas for Enhancement and Set Targets
Put Into Effect Modifications to Enhance the Customer Experience
Observe and Measure Outcomes
Modify and Perfect Your Customer Experience Management Strategy

📽️ Overview of the *Customer Performance Landscape (CPL)

The Customer Experience Management Method (CEMMethod) was created in 2006 explicitly for this purpose.
It is now in version 14.

More on that ACX program here: https://bit.ly/GCCACXP
The Customer Journey Management Plus® training also utilizes the CEMMethod® https://www.cjmplus.com

Visit the website here: https://www.cemmethod.com
The Accredited Customer Experience® program is underpinned by the CEMMethod®.

🥇 Enhance your customer experience career with an CJM Professional® (CJMP®) qualification. Get the info you need at https://www.cjmplus.com