Updates On Customer Experience Management
January 21, 2013
Pulling from Customer Think, the article “Predictions For Customer Experience Management In 2013” discusses how the customer experience management have made great strides in the past three years. CEM used to solely focus on information fathering and finding insights in customer data (sounds like Big Data, right?). CEM now has more technology and methods at its fingertips to connect CEM users to its customers for real experiences. Two thousand thirteen will bring even more changes and the article predicts that solicited and social feedback will merge. CEM users must figure out how to take it, advantage of the two and possibly build a platform to manage it. Also immediate and real time feedback through mobile devices will be worth their weight in gold to gain consumer insights.
Here is the biggest change:
“Action at the Frontline Will Become Standard: While first-generation CEM software focused on capturing feedback, today’s CEM solutions go beyond understanding the customer experience. Now enterprises want CEM platforms that allow the frontline to connect feedback to action. In 2013, organizations will measure their CEM programs not just on response rates, but also on the closed loop and the business impact of closing the loop. The CEM solution of 2013 will directly (and not through complicated integration and years of IT projects) trigger, capture, and manage the action associated with feedback all the way to the frontline. CEOs need to make it their company’s mission to focus on the customer and even create a culture and the appropriate business measures and incentives to make it happen. But the people, who directly impact the customer’s experience, each and every day, are frontline employees. In 2013, the actions and influence of the frontline will grow, and consumers will feel the benefits.”
CEM makes sense when it comes to clothing, personal products, sport-related products, technology, etc., but what does it mean for software? Cheaper customer support systems? The article, applies more to physical products than digital.
Whitney Grace, January 21, 2013
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