Customer Experience Management is not a technology.
CEM cannot be done better, easier, faster, or simpler by using any software or technology. There are sine-qua-non elements you have to have (feedback, analytics, process management tools) but there is no technology that can make it work better.
CEM is not a strategy.
No matter how cool, detailed, or well thought out your strategy for CEM is, it won’t make a difference whatsoever in how successful you are in implementing. There are cases of companies that have been doing experience management for some time now, with no set strategy.
Customer Experience Management is a lifestyle.
CEM is when you transform your organization into thinking how to deliver better value to the client. Empowering your people to do what’s best for customers, to create unbelievable experiences. Deciding that either you do all you can for your customers – across the entire company – or you don’t. Becoming customer-driven – letting your customers tell you what to do.
Great examples of companies that have embraced this as as their lifestyle:
- Any employee at Zappos can make decisions to make their customers happier and provide a better experience
- The Four Seasons gives each employee a dollar amount to “spend” every day comping guests for failed experiences
- Southwest Airlines encourages their employees to take charge of customers problems and fix them
None of these values or guidelines are part of any technology, or inherent to any strategy they planned to put into place. They were not widely discussed in committees, they were just done because it was the right thing to do for customers.
You either change your organization’s culture to become customer-driven, or you are not going to succeed at CEM.
Are you in?