Decoupling Data 

About

You could say that Customer Experience Management (CEM) happens when you continuously take stock of the customer experience and act on the learning lessons to improve it, whereas Customer Experience is the sum of experiences that people have during the whole relationship with a given product/service. In a world where only 4% of customers trust advertising, it’s worth improving the overall experience instead. But how do you know what to improve and how to do it? These tools can help.

Customer Experience Management Software is any software that contributes to the delivery of an above-and-beyond customer experience.

The five capabilities you should expect from a Customer Experience Management solution include the ability to:

Establish an enterprise-wide commitment to an above-and-beyond customer experience.

Improving the customer experience encompasses every business function, not just those you might initially think of, like sales, marketing, and customer service. CEM crosses all departmental boundaries and positions, from e-commerce to marketing to billing.

Customer Experience Management

To deliver a true Customer Experience Management Software solution, it should include:

1. Customer Experience Analysis – Tooling to capture, process and make sense of customer web interactions, conversations, and feedback.
2. Customer Experience Delivery – Tooling to design, test and publish content.
3. Customer Data Platform – Tooling to create a clean and useful repository of customer insights representing a complete single version of the truth and govern the use (and distribution) of customer data.
4. Customer Data Integration – Tooling to manage

The CEM Market is Confusing to Navigate

Whilst many vendors claim to support the entire CEM journey, in practice, the greater focus of solutions of late has been on capturing web experience, sentiment, and social interaction analysis. Very few solutions combine these capabilities with Customer Data Platforms and Action Management systems to equip organizations to learn, apply and act.

Perform some rudimentary desktop research and it becomes obvious that not all software described as Customer Experience Management (CEM) Software covers the broad gamut of capabilities required to deliver a consistent, high-quality customer experience. The definition is so broad in fact that it can be unhelpful.

Leading software companies like Adobe, Hubspot, and Oracle only deliver parts of the complete toolkit that any company will need.

Rightly or wrongly, the sorts of software you can expect to see included under the banner of Customer Experience Management Software include:

• Self-help center ‘customer ticketing’ software like Zendesk gives your customer the ability to raise and manage support tickets and serve themselves.
  Customer web visitor experience, sentiment and social interaction analysis platforms like Gemius, Medallia, Userzoom, SAS, ResponseTek, IBM Tealeaf,
• Kana, Clarabridge help businesses learn how users interact with your mobile sites or apps. Interestingly, software applications like Clarabridge use Natural Language Processing to capture, structure and make sense of customer feedback and interactions.
• Heat mapping software like ClickTale visualizes click trails on websites.
• Content creation and publishing software like Adobe Experience Manager that also includes web analytics paid advertising management and the ability to perform A/B testing of digital content.

Micro-Portals • Forms • Reports • Training Dashboards • Charts • Maps • Tables Checklists • Onboarding • Risk Registers • Presentations • eBooks

Related content