Three keys to successful customer experience management

Abstract

Delivering quality experiences to customers has never been more important. This article suggests that customer experience management, CEM, is a critical source of competitive advantage and introduces three keys to successfully turning your organisation into an experience-focused company. To successfully implement CEM strategy, managers must understand the concept and the right balance of CEM's four dimensions. This requires a deeper appreciation of your customer's physical and emotional needs. It requires a bottom line approach. Customer experience is an investment and metrics should be put in place to deliver a measure of return on marketing investment, ROMI. Finally, managers need to act like entrepreneurs to successful implement CE strategy. By using a means-driven approach, consistent with expert entrepreneurs, this article shows CEM managers how to use experiential learning and affordable loss strategies to better manipulate their marketing mix and eventually become leaders of customer experience management.