Customer Experience or Client Experience lays behind the success of TUNA (Tesla, Uber, Netflix, and Airbnb), who are themselves the successors of GAFA (Google, Amazon, Facebook, and Apple). Their services work because their interface is designed to meet the needs of users in the post-digital revolution world. In this world, it is essential to consider your clients’ individual wishes and provide them with a unique, dynamic experience; aimed at each point of contact on various digital platforms (websites, apps…). To explain further…
What is CEM, or Customer Experience Management?
CEM is an extension of CRM, or “Customer Relationship Management.” This initial approach dates back to the beginning of the 1990s and involves collecting, sorting, and interpreting customer data. CEM reverses this paradigm. The customer is the focus. A real personalised service is built based on their needs, user path, and areas of interest. Companies adopting CEM would be well advised to mix strategy, processes, and technologies. This blend will make it possible to optimise each step of the user path on all digital platforms.
The CEM approach also requires businesses to optimise their professional approach to meet customers’ needs (customer relations, satisfaction studies …). A real gamble, but at what price?
CEM vs CRM
To begin, let’s take some time to identify the primary differences between the CRM and the CEM approaches. CRM views customer relations through the prism of business. The primary objective of CRM is to improve the management processes of customer relations: marketing, sales, and service. This approach is essentially guided by the optimisation of costs and the pursuit of gains in productivity. CRM is an architecture, a technology that makes it possible to provide the best possible customer experience.
Now we have come to understand that customer behaviour, in B2B as well as B2C, has evolved. It has become necessary to consider customer relations from the standpoint of the end customer.
From now on quality of service, customer satisfaction, and the user path are the new pillars. Hence the emergence of CEM, with its goal of optimising the customer experience, attaching compelling marketing offers to each individual segment, and capitalising on every opportunity for contact.
From the CEM perspective, CRM is an additional tool for use in the user-centred approach.
The CEM conversion process
Next, let’s try to understand the process of conversion. How, for example, does an internet user approach the act of buying? How do they go from a prospective customer to an actual one?
Every part of a marketing plan broadly considers the life cycle of a customer, the entire user path, and the appropriate ways to bring about a change in status. The awareness building stage leading to customer relations, via the purchase phase. The aim is to transition as quickly as possible from prospective customers to actual customers, then from customers to loyal customers. To achieve this, you need to employ relevant marketing channels at the key moment, making the customer your main focus.
In this case, why should you turn to CEM?
- To better understand your customers
- To develop loyal customers
- To shorten the path between visit and purchase
- To increase the efficiency of the user path on several digital platforms
One final point, to make CEM a profitable strategy, you need to identify the “moment of truth,” the decisive stage in the user path that triggers a purchase decision. Focus your team’s efforts on that crucial stage.
Prodware assists its customers in assessing the benefits of this approach. To learn more about how Prodware helps to put your customer at the heart of your business strategy, please visit our website.