10 Key Areas of Customer Experience Management Framework

Tue, 24 Jan 2023 09:26:09 GMT


Customer experience management framework is a set of guidelines and best practices to design, implement and improve the customer experience. It provides a structured approach to understand and address customer needs, measure effectiveness of CX initiatives.

The need for a customer experience management framework arises from the fact that customers have come to expect high-quality, seamless, and personalised experiences from the companies they do business with.

A well-designed framework can help organisations to meet and exceed these expectations by providing a clear and consistent approach to understanding and addressing customer needs and preferences.

This blog post will discuss ten key areas that form the foundation of a comprehensive customer experience management framework, including goal setting, environment assessment, stakeholder engagement, processes optimization, technology implementation and more. By exploring these elements in detail, this post will help readers understand how to effectively manage their customer experience and ensure long-term success for their business.


Why is a Good CXM Framework Important?


Having a good customer experience management framework is essential for your business because it provides the foundation upon which to build high-quality customer experiences.

A strong framework ensures that customers receive consistent, reliable service across all channels and platforms of engagement while also enabling businesses to more effectively capture and use customer data. It can help companies identify opportunities to improve their products or services based on customer feedback as well as drive increased loyalty, repeat purchases, and referrals.

Moreover, having a well-defined customer experience management framework allows businesses to create an agile working environment where they can quickly adapt processes or features in response to peak demand times or target new markets without impacting existing operations.

The resulting impact on organisational agility helps organisations focus resources on key activities related directly with growth rather than spending time dealing with costly errors due to outdated systems or lack of real time access insights from customers such as sentiment analysis information which are vital for success in today’s competitive landscape.

A good customer experience management (CXM) framework is beneficial to businesses because it helps them deliver an excellent customer experience. By using a CXM framework, companies can determine their ideal customers and create strategies to engage with them in meaningful ways. Furthermore, businesses are able to identify areas where they need improvement and develop initiatives that will improve the customer journey.

It also allows for better data collection which can then be used for analytics purposes, providing valuable insights into how customers interact with a company and what changes could help increase engagement levels or conversions.

Studies have shown that when companies prioritise customer experience as part of their business strategy there has been an increase in repeat purchases, higher satisfaction ratings among customers, increased brand loyalty and more referrals from existing clients – all resulting in increased revenue growth over time.


How Are Customer Experiences Managed


Customer experiences are a critical aspect of any business, and managing them effectively is essential to the success of any organisation. Customer experience management involves creating an environment that allows customers to have positive interactions with the company or product, from initial contact to post-purchase follow-up.

This includes developing customer feedback systems for identifying new opportunities for growth, responding promptly and courteously to inquiries and complaints, providing helpful information at every point in the process,and offering incentives or rewards as appropriate. Research suggests that organisations which prioritise effective key areas of customer experience management tend to be more successful; they enjoy increased loyalty among existing customers while also attracting new ones due to their reputation as a provider of excellent service.

Furthermore, these companies typically benefit from improved employee engagement since employees who feel valued are more likely to go above and beyond when it comes to delivering great customer service.

Ultimately, taking steps towards improving how customer experiences are managed can result in tangible benefits both on the bottom line and in terms of satisfaction across all stakeholders involved.
Customer experiences can be managed in following ways: 

  • Customer Understanding : This involves gaining a deep understanding of customer needs, preferences, and behaviours in order to design experiences that meet or exceed their expectations.
  • Journey Mapping: This involves mapping out the different stages of the customer journey, from initial contact to post-sales support, and identifying opportunities to improve the experience at each stage.
  • Design and Implementation: This involves designing and implementing processes, systems, and training that will support the delivery of positive customer experiences.
  • Measurement and Analysis: This involves monitoring and analysing customer feedback and data in order to understand how customers perceive the experience and identify areas for improvement.
  • Continuous Improvement: This involves using the insights gained from measurement and analysis to continuously optimise and improve the customer experience.


10 Key Areas of Customer Experience Management


A CEM framework typically includes several key areas that organisations need to consider in order to effectively design, implement, and improve the customer experience. 

These are crucial areas of the customer experience management framework. All the aspects of this framework are explained below in detail:

  • How Does One Map a Customer Journey

Mapping a customer journey involves a process of identifying and understanding the different stages and touchpoints that customers go through when interacting with an organisation, and then using that understanding to design and optimise the customer experience. Here is a general process for mapping a customer journey:

Identify the key stages of the customer journey:

This may include stages such as awareness, consideration, purchase, and post-purchase.

Gather customer data:

Use a variety of methods such as surveys, interviews, and analytics to gain a deeper understanding of customer needs, preferences, and behaviours at each stage of the journey.

Map out the journey:

Use the data and insights gathered to create a visual representation of the customer journey, including all touchpoints, such as website, phone, email, in-store, etc  

Identify pain points and opportunities for improvement:

Look for areas where customers may be experiencing friction or dissatisfaction, and identify opportunities to improve the experience at each stage of the journey.

Validate with customers:

Test the map with a representative sample of customers to ensure that it accurately reflects their experiences and to gather additional feedback.

Implement and optimise:

Use the insights gained from the mapping process to design and implement changes to the customer experience that will improve the overall journey. Monitor and analyse the effectiveness of these changes and make adjustments as necessary.

Customer mapping journey is an invaluable tool for businesses of all sizes, as it allows them to gain insight into their customer’s motivations and needs. By understanding each step a customer takes while shopping with them, businesses can improve every interaction they have with that individual and create stronger relationships over time.

With its ability to track customer behaviour across multiple platforms such as social media networks or mobile apps, this powerful data-driven approach enables marketers to understand which channels work best for different types of customers.


  • Is Customer Engagement and Interaction Important?

Yes, customer engagement and interaction are important in customer experience management. They help to build strong relationships between businesses and their customers, which can lead to increased customer satisfaction, loyalty, and engagement. 

Regular engagement and interaction also provide businesses with valuable insights into their customers’ needs and preferences, allowing them to deliver experiences that meet and exceed expectations. By engaging with customers in meaningful and relevant ways, businesses can build strong, long-lasting relationships and drive customer loyalty.

  • Influence of Personalization and Customization  

Personalization and customization can have a significant influence on the customer experience. By tailoring products, services, and experiences to meet individual customer needs and preferences, businesses can create more meaningful and satisfying interactions. 

This can increase customer satisfaction and engagement, leading to higher customer loyalty. Personalization and customization also help businesses differentiate themselves from their competitors and create a unique and memorable brand experience.

 By using customer data and insights, businesses can make informed decisions on how to personalise and customise the customer experience to drive positive outcomes.

  • Process of Employee Engagement and Training 

The process of employee engagement and training involves creating a culture and environment where employees are equipped and motivated to deliver a positive customer experience. This can be achieved through various means, including:

  • Providing employees with clear guidelines, training, and resources to deliver excellent customer service.
  • Encouraging open and ongoing communication between employees and customers to gather feedback and identify areas for improvement.
  • Offering regular training and development opportunities to help employees stay up-to-date on customer needs and expectations.
  • Creating a culture where employees are empowered to make decisions that support the customer experience.
  • Recognizing and rewarding employees who deliver exceptional customer service.

By investing in employee engagement and training, businesses can create a positive and supportive work environment that leads to higher levels of employee satisfaction and motivation, which in turn drives positive customer outcomes.

  • Technology and Digital Customer Experience 

Technology and digital channels have become increasingly important in delivering a positive customer experience. Companies must ensure that their digital customer experience is seamless, intuitive, and accessible, regardless of the device or platform used by the customer. This can be achieved by:

  • Implementing user-friendly and intuitive digital platforms, such as websites, mobile apps, and chatbots.
  • Providing a consistent and seamless experience across all digital touchpoints.
  • Utilising data and analytics to gain insights into customer behaviour and preferences, and using this information to personalise and enhance the digital experience.
  • Incorporating artificial intelligence and machine learning to provide real-time support and recommendations to customers.
  • Ensuring that digital platforms are secure and protect customer data privacy.

  • Customer Feedback and Complaints Management 

Customer feedback and complaint management is an important aspect of customer experience management, as it provides valuable insights into the experiences customers are having with a business. These insights can help businesses identify areas for improvement and make changes to enhance the customer experience. Effective management of customer feedback and complaints also shows customers that their opinions and concerns are valued, which can help build trust and foster strong relationships. 

In addition, addressing customer complaints in a timely and effective manner can help to mitigate negative impacts on customer satisfaction and reduce the risk of customers taking their business elsewhere. Overall, customer feedback and complaint management is a critical component of a customer experience management framework, as it enables businesses to understand the customer experience, identify opportunities for improvement, and build strong customer relationships.

  • Describing Customer Loyalty and Retention Programs

Loyalty and retention programs play an important role in a customer experience management framework by creating incentives for customers to remain loyal to a business and make repeat purchases. These programs often include reward programs, personalised experiences, regular communication, and a focus on continuous improvement. By investing in customer loyalty and retention, businesses can improve customer satisfaction, increase customer retention, and drive revenue growth.  

  • Purpose: To increase customer loyalty and retain customers over time by providing exceptional experiences and incentives.
  • Key Elements: Reward programs, personalised experiences, regular communication, and continuous improvement.
  • Benefits: Improved customer satisfaction, increased customer retention, and higher revenue growth.
  • Implementations: Customizable loyalty programs, targeted marketing, regular communication and feedback channels, and real-time data analysis.
  • Importance: Loyal customers are more likely to make repeat purchases and recommend a business to others, which drives growth and success.

  • Measuring and Improving Customer Experience  

Continuous measurement and improvement of the customer experience is a vital component of a customer experience management framework that helps businesses to stay ahead of the competition and provide exceptional experiences to their customers. The process involves regularly collecting and analysing data on customer satisfaction, preferences, and feedback, and using the insights obtained to drive ongoing improvement. 

Key performance indicators (KPIs) are established to measure customer satisfaction, and feedback is collected through various channels such as surveys, focus groups, and complaint management processes. 

The data collected is analysed to identify areas for improvement and inform decision making, and action plans are developed and implemented to address these areas. By continuously measuring and improving the customer experience, businesses can maintain high levels of customer satisfaction, build strong customer relationships, and stay ahead in a highly competitive market.


  • Integrating Customer Experience Across All Departments and Touchpoints

Improved Customer Experience:

Integrating customer experience across all departments ensures a consistent and seamless experience for customers at every touchpoint.

Increased Customer Satisfaction:

When customer experience is integrated, customers are more likely to be satisfied with their interactions with a business.

Better Collaboration:

Integrating customer experience across departments enables teams to work together more effectively to address customer needs and improve the customer experience.

Enhanced Data Insights:

Integrating customer data across departments provides a more comprehensive view of the customer experience, which can inform business decisions and improve customer experience.

Increased Revenue:

A focus on integrated customer experience can lead to increased customer satisfaction and loyalty, which can drive revenue growth.


  • Analytics and Metrics of Customer Experience Management

Measuring the success of a customer experience management (CEM) framework requires tracking various analytics and metrics to gain insight into how customers perceive and interact with a brand. Here are some key metrics to consider:

Net Promoter Score (NPS)

A simple and widely used metric that measures customer loyalty and advocacy. It asks customers to rate their likelihood to recommend the brand to others.

Customer Satisfaction (CSAT)

This measures how satisfied customers are with a specific interaction or touchpoint with a brand. It’s usually measured with a short survey after an interaction.

Customer Effort Score (CES)

This measures the effort required for a customer to complete a task or get a problem resolved. Lower CES scores indicate a more effortless and positive experience.

First Contact Resolution (FCR)

The percentage of customer issues that are resolved during the first interaction with customer service. High FCR indicates efficient and effective support.

Customer Retention Rate

The percentage of customers who continue to do business with a brand over time. A high retention rate is a good indicator of customer satisfaction and loyalty.

Customer Lifetime Value (CLV)

The total amount of money a customer is expected to spend with a brand over the course of their relationship.

Churn Rate

The percentage of customers who leave or stop doing business with a brand. A low churn rate indicates high customer satisfaction and loyalty.

It’s important to track these metrics regularly and use the insights gained to continuously improve the customer experience. Additionally, it’s helpful to conduct customer surveys, focus groups, and other forms of customer feedback to supplement these metrics and gain a deeper understanding of customer needs and opinions.


Frequently Asked Questions (FAQs)


  • What are the 4 pillars of the essential customer experience?

    The four pillars of an optimal customer experience are consistency, personalization, convenience and engagement. These pillars ensure that the customer gets a quality product or service, their individual needs are taken into account, their life is made simpler and establishes meaningful connections.

  • What are 3 main components of customer experience?

    Three main components of customer experience are accessibility, reliability, and personalization. Accessibility refers to ease of access to product or service, reliability to dependability of orders and personalization to tailored recommendations, discounts and promotions to make customers feel valued.

  • How to create a CX framework?

    Creating a CX framework involves steps like gaining understanding of customer needs through research, interviews, surveys, and analytics, mapping the customer journey, validating the map with customers, implementing changes to improve the overall journey and continuously monitoring and improving.

  • What are the main elements of customer experience management?

    The key elements of customer experience management are identifying opportunities for improvement, building relationships with customers, delivering value to customers, and measuring performance against goals set out in advance.



The 10 key areas of customer experience management framework provide an effective way to measure and improve the overall satisfaction of customers. With a clear understanding of customer needs, organisations can take proactive steps towards creating more personalised experiences that drive loyalty and brand advocacy. By investing in resources to understand customer behaviours and reactions, companies have a valuable tool for building positive relationships with their customers.


Take Advantage of Sekel Tech’s Customer Experience Management Framework

Sekel Tech’s Customer Experience Management Framework provides an invaluable resource for companies looking to improve their business operations. By following the step-by-step process and integrating technology tools, businesses can gain a competitive edge in their industry. Additionally, the framework can be used by organisations of any size to create customer experiences that will drive long term loyalty and satisfaction. For companies wanting to take advantage of this comprehensive CX management approach, they should reach out to the experts at Sekel Tech today!