The Need for Integrated Customer Experience Management
For nearly a decade, brands, vendors, and service providers alike have sworn allegiance to the goal of improving customer experiences in order to attract and retain increasingly empowered and fickle consumers. And yet, major international surveys recently found that consumers are less satisfied with the experiences they are offered. Despite all of the effort and expense, customer experience management (CEM) is stuck in neutral, if not actually going backwards.
In this paper, Tim Walters says that a new and different approach is required to make progress. One source of failure with first-generation CEM has been the casting of experiences as isolated, disconnected environments (the site, the app, the call center, the store, etc.) that are created by equally isolated, disconnected teams. These experiences are then offered for consumption, often with little regard for how (or if) they fit together. Tim suggests that a new and different approach is required to make progress. He describes the concept of integrated CEM as the solution – defining the business practice of CEM as an integrated system of interrelated and interdependent elements that constitute the customer’s overall perception of the company or brand. Tim uses a “smiling curve” visual to illustrate how integrated CEM can fix what’s broken about the customer’s experience today.Download now