Customer Experience Management
What is Customer Experience Management?
Customer Experience Management is the practice of designing, mapping and responding to customer interactions across channels and the entire customer journey to meet or exceed customer expectations and increase customer satisfaction, loyalty and lifetime value.
Customer experience management (CXM) treats the customer’s experience as something to be designed and managed rather than left to chance. It brings together several activities: mapping the journeys customers take, gathering feedback through surveys and interaction data, understanding where effort and frustration occur, and changing processes, policies and technology in response. The contact center plays a central role because it sees problems as they happen.
CXM is measured with a mix of perception and behavior metrics. Perception measures include customer satisfaction (CSAT), Net Promoter Score (NPS) and customer effort score. Behavior measures include retention, repeat purchases, repeat contacts and complaint volumes. A practical approach is to connect these measures to specific journeys and contact reasons, so teams can see which fixes will remove the most avoidable effort for customers.
Related: Customer experience (CX), Customer journey mapping, Customer journey analytics, UW Insights.