The document discusses customer experience management (CEM), which aims to monitor, improve, and capitalize on customer interactions through various touchpoints across the customer lifecycle in order to turn customers into advocates. CEM focuses on understanding customer wants, needs, and goals to enhance the customer experience and inform improvements to products, services, and marketing. An effective CEM approach requires analyzing big data to gain customer insights, adopting a customer-focused corporate culture, and continuing to leverage emerging technologies like social media and mobile computing.

1. Customer Experience
Management
May 2012
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2. What & why?
• The means by which customer interaction
with an organisation can be monitored,
improved & capitalised upon
• Wants, needs & goals
• Convert customers to advocates
• Increase share of wallet
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3. CEM touch-point 1.
Physical
eg. product; off line
advertising
One-way
communication
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4. CEM touch-point 2.
Personal
eg. telephone; face-
to-face
Two-way
communication
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5. CEM touch-point 3.
Interactive
eg. social & mobile
web / UGC
Multi-directional
communication
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6. Customer relationship lifecycle
Pre-purchase Purchase Post-purchase
Attraction Discovery Purchase Satisfaction Loyalty Advocacy
- Identity - Belief - Pleasure - Pride
- Values - Promise - Champion - Belonging
Emotional & psychological journey
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7. Why are advocates so important?
• New customer acquisition = £££££
• 2% retention increase = 10% profit increase
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8. The evolving importance of brand
• Consumers look for brand meaning, to
build & evolve their own identity
• Today’s transparent world enables
consumers to move fast
• So deep understanding & effective
management of their experience is vital
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9. CEM & brand experience
• Old brand =
image & identity
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10. CEM & brand experience
• New brand = values, belief, actions
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11. CEM & brand experience
Physical touch-
points
• Advertising
• Product
• DM & promotion
Lifecycle • Lifecycle
experience
experience
Brand
must reflect
Brand
experience values,
experience promise &
Interactive
touch-points
Personal touch-
points
psychological
• Social media
• Blogs
• Demos
• Sales / service
• Support
• Management
contract
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12. CRM CEM
• Enterprise process • Highly personalised,
focused real-time response
• Manages customers thro • Enhances experience
defined pathways • Creates value-oriented
• ‘Binary’ data collection interactions
• Build marketing & sales • Informs improvements
campaigns • Understand product &
• Informs & encourages service development
demand • Insight into wants
needs & goals
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13. Advantage CEM
Sharing &
social
interaction
Product &
Customer
service
feels valued
improves
Customer Encourages
experience ownership &
enhanced insights
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14. Effective CEM: cultural climate
• Demands a corporate mind-set that:
– Values social interaction as a means to get
closer to customers
– Has honesty & resolve to acknowledge &
deal with failings
– Is set up to establish communities of
purpose to drive further customer value
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15. Deliverables
• Powerful & highly segmentised insights
• ‘Big data’ provides opportunity for effective
behavioural analysis, insight & intelligence:
– Sales teams
– Marketing campaigns
– Service enhancement
– Product development
– Customer focused value
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16. What’s next?
• Continued ‘enterprisation’ through:
– The intention web:
• Mapping plans, aspirations, schedules,
likes etc
• Informs determines, predicts &
catalyses likely/anticipated
interactions
– Context aware mobile computing
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17. Bloomsbury Park