Customer Experience Management (CEM) is all about helping guide a prospect through the customer journey—from the first marketing interaction through the transaction to the much longer process of service and support. A formalized approach to CEM acts as an attentive tour guide throughout this journey: anticipating needs, providing accurate and timely information, and engaging the customer proactively, while soliciting feedback at regular intervals.

A well-managed customer journey strengthens brand preferences, reduces customer churn, and elevates the brand beyond strict reliance on price. This is the space where brand advocates are created, and profitability is optimized.

In the following pages of this Best Practices series, you will notice several themes: truly engaging customers with conversations, engaging employees by empowering them with better information and support, and soliciting feedback from the customers themselves to help stay on course. There is some great information here for any company obsessed with customer service.

Bob Fernekees
VP/Group Publisher, CRM Media,
Information Today, Inc.