What is Customer Experience Management? Complete 2023 Guide

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Customer Experience Management

Customer experience management (CEM or CXM) is the process of managing and improving the way a company interacts with its customers. It encompasses a wide range of activities, including customer service, marketing, sales, and product development.

The goal of CEM is to create positive, seamless, and personalised experiences for customers throughout their interactions with a company, in order to build brand loyalty and increase customer satisfaction. This can be achieved through various strategies and tactics, such as gathering and analysing customer feedback, designing customer journeys, and implementing new technologies to improve the customer experience.

Customer experience management is the practice of managing all aspects of your customer’s interaction with a product or service. This includes everything from their initial discovery to long-term satisfaction. It’s important to focus on providing an enjoyable, consistent experience across all touchpoints such as online ordering, payments, fulfilment and delivery, customer support, and more. By monitoring customer sentiment regularly and proactively resolving issues, you can ensure that your customers remain happy and devoted long-term advocates for your brand.

Customer experience management (CEM) is an organisational strategy used to ensure that customer service and satisfaction remain a priority within a business. This strategy involves tracking customer interactions, evaluating customer perceptions and behaviours, and leveraging customer feedback to shape customer experiences. CEM requires businesses to cultivate trust, loyalty, and satisfaction while striving to exceed customer expectations.

In this comprehensive guide, we explain what is customer experience management, its benefits, challenges, strategies, and the top 5 customer experience management platforms that help you to improve your overall customer experience.


Benefits of Customer Experience Management


There are several benefits to managing customer experience, including:

  • Improved customer satisfaction: By continuously monitoring and improving the customer experience, businesses can increase customer satisfaction and loyalty.

  • Increased revenue: Customers who have a positive experience with a company are more likely to make repeat purchases and recommend the company to others, which can lead to increased revenue.

  • Reduced churn: Managing customer experience can help reduce churn or the rate at which customers stop doing business with a company. This can save business money that would have been spent on acquiring new customers to replace those who have left.

  • Enhanced reputation: Providing a positive customer experience can improve a company’s reputation and make it stand out from its competitors.

  • Better decision-making: By collecting and analysing customer feedback, businesses can make more informed decisions about product development, marketing, and other areas that impact the customer experience.

Overall, customer management experience is an important aspect of running a successful business, as it can lead to improved customer satisfaction, increased revenue, reduced churn, and a better reputation.


Customer Experience Management Challenges


There are several challenges that businesses may face when it comes to managing customer experience, including:

  • Gathering customer feedback: It can be difficult for businesses to gather meaningful customer feedback, especially if they don’t have a structured system in place for collecting it.

  • Analysing and acting on customer feedback: Even if a business is able to gather customer feedback, it can be challenging to analyse that feedback and determine what actions to take as a result.

  • Improving the customer experience: Once a business has identified areas for improvement, actually implementing those improvements can be challenging. It may require changes to processes, training for employees, or investment in new technology.

  • Measuring the impact of improvements: It can be difficult to measure the impact of improvements on customer experience, especially if the changes are not implemented consistently across all customer interactions.

  • Ensuring the customer experience is consistent: Providing a consistent customer experience can be challenging, especially for businesses with multiple locations or a large number of employees.

Overall, managing customer experience requires a structured approach and the ability to continuously gather and analyse customer feedback, make improvements, and measure the impact of those improvements.


Effective Customer Experience Management Strategies


There are a number of strategies that businesses can use to manage customer experience effectively. Here are a few:

  • Define the customer journey: Map out the different steps that customers go through when interacting with your business, from initial awareness of your brand to post-purchase follow-up. This will help you identify opportunities to improve the customer experience at each stage.

  • Collect customer feedback: Make it easy for customers to provide feedback, and use that feedback to identify areas where you can improve the customer experience.

  • Train employees to deliver excellent customer service: Make sure that your employees are trained to deliver excellent customer service, and hold them accountable for doing so.

  • Personalise the customer experience: Use customer data to personalise the experience for each individual customer.

  • Enhance customer lifetime value (CLTV): Businesses that focus on reducing churn and delighting existing customers are likely to increase their customers’ lifetime value. Your brand provides greater value during the lifetime of your customers if you are able to keep them for a longer period of time.

  • Enhance the customer experience by investing in the right tools and systems: The best way to improve customer experience is to deploy the right systems and tools. Enhance customer communication and experience by investing in the right customer experience management platform. This platform helps respond timely, monitor customer behaviour, and take proactive actions. Additionally, they provide effective solutions to customer complaints.


Top 5 Customer Experience Management Platforms


Here are the top five customer experience management platforms, based on their popularity and capabilities:

  1. Sekel Tech CEM Platform 

    Sekel Tech is a customer experience management platform that provides businesses with the tools they need to deliver a great customer experience. It helps them to create, manage, and measure customer experiences. Sekel Tech Customer Experience Management Platform can help your business provide a better customer experience across all channels. It will also help you evaluate how successful your efforts are in meeting the needs of your customers. The platform is used by companies of all sizes and industries, including brands like Greenply, Bridgestone, Blackberry, Schneider Electric, VLCC, Gulf Oil, etc.

    Key features – Tracking and measurement, automation, Customization, Multilingual support, Customizable ticket routing, categorization, and tagging, Unified customer view, etc.

  2. Zendesk CEM Software 

    Zendesk is a customer management experience software that offers support through multiple channels, including phone, email, chat, and social media. Zendesk provides a complete solution for providing customer service to your organisation that is easy to use and scales as your business grows. It also provides a knowledge base and community forums to help customers find answers to their questions. It is not just about the customer when it comes to customer experience. It is also about your business and your team. Zendesk is not only user-friendly for your customers but also helps your teams achieve success, and keeps your business in sync. A powerful package with everything you need.

    Key features – Multilingual support, Community forums, Shared inbox, Customization, Knowledge base management, Omnichannel support, and CSAT surveys.

  3. Freshworks CEM Platform 

    Freshworks is a customer management experience platform that includes a range of tools for customer support, sales, marketing, and collaboration. It offers a unified view of the customer journey and integrates with other business tools. With Freshdesk, you can deploy scalable solutions, build powerful workflows, collaborate with global teams, and support customers across multiple communication channels with customer experience management functionality.

    Key features – Online review collection, Website chat, Payment processing, Website reporting, Customizable branding, Task automation, and Round-robin lead routing.

  4. Solvvy CEM Software 

    Solvvy is customer management experience software that uses artificial intelligence to make customer service agents’ jobs easier and more efficient. Solvvy’s software improves over time by using historical ticket data in order to recognize your customers’ intent and direct their inquiries accordingly. There is a solution that addresses simple requests, such as FAQs, and directs more complex inquiries to agents when necessary.

    Key features – Intelligent self-service Q&A, CSAT surveys, Workflow builders, Persona-based routing, Multi-support channel, Reporting dashboards, and Custom integrations

  5. SAS CEM Platform 

    SAS is a customer experience management platform that offers a range of tools for customer data management, marketing, and analytics. It allows businesses to create personalised customer experiences across channels. SAS offers a suite of solutions known as SAS Adaptive Customer Experience. With the system, marketers can gather important customer data and create customised customer profiles to provide more effective, personalised marketing communications. SAS customer experience platforms allow you to integrate customer data from both online and offline sources, including your call centre, point-of-sale devices, website, and mobile applications.

    Key features – Customizable branding, Data connectors, Email management, Event-triggered actions, Multi-channel attribution, and NLP.


FAQs (frequently asked questions)


Here are some frequently asked questions about customer experience management:

  • What is customer experience management?

    Customer experience management (CEM) is the practice of designing and improving the interactions between a company and its customers throughout the customer journey, in order to increase customer satisfaction, loyalty, and advocacy.

  • Why is customer experience management important?

    Providing a positive customer experience can lead to increased customer satisfaction, loyalty, and advocacy, which can in turn drive business success. In today’s competitive business environment, it is more important than ever to provide a great customer experience in order to stand out and differentiate from competitors.

  • How do you measure customer experience?

    There are many ways to measure customer experience, including through customer surveys, focus groups, customer feedback channels (e.g., social media, online reviews), and customer analytics (e.g., analysing customer behaviour and interactions with the company).

  • How do you improve customer experience?

    There are many ways to improve customer experience, including:
    – Listening to and acting on customer feedback
    – Designing the customer journey to be seamless and convenient
    – Providing personalised and relevant experiences
    – Building trust and credibility with customers
    – Resolving customer issues quickly and effectively

  • What is the role of technology in customer experience management?

    Technology can play a significant role in customer experience management by providing companies with the tools and insights they need to understand and improve the customer experience. This includes things like customer relationship management (CRM) systems, customer analytics tools, and chatbots.




In conclusion, customer experience management is an organisational strategy that involves understanding customer needs, tracking customer interactions, and leveraging customer feedback to better understand customer behaviour. By cultivating trust, loyalty, and satisfaction, businesses can ensure that customers have the best experience possible when interacting with their business.


Take Advantage of the Sekel Tech Customer Experience Management Platform


Sekel Tech is a customer experience management platform that helps businesses to take care of their customers. It provides tools for retailers to manage their customer experience, as well as for d2c brands to provide quality service and customer satisfaction. It has been built on a cloud-based system that allows brands to manage all aspects of their business from one central dashboard. Sekel Tech’s Customer Experience Management Platform offers a wide range of features that can be tailored according to the needs of each business.