Customer Experience (CXM) Explained
Customer Experience Management, or CXM for short, focuses on systematically improving the total experience a customer has with your organization.
The Core
CXM doesn't look at a single channel or department. It connects the customer journey, processes, data, communication, and service around a clear outcome.
A good approach doesn't start with an isolated tool. First, it must be clear what problem the customer is experiencing, what outcome the organization wants to achieve, and which processes, data, and people are involved.
In one image
Use the diagram as a summary. The components are further explained in plain language below the image.
Important to know
These components provide a concise overview of the content. Use them as a starting point for a discussion between business, IT, customer service, and compliance.
What steps does the customer go through, and where do difficulties or uncertainties arise?
How do websites, email, chat, phone, documents, and portals work together?
What information is needed to make contact relevant and recognizable?
Who is the owner, and how do business, IT, and service collaborate?
Practical Approach
You don't have to solve everything at once. These three steps make the topic discussable and actionable.
For example, completing a request, understanding information, or resolving an issue.
Look at fallout, repeat contact, customer effort, and lead time.
Adjust process, content, channel, and technology simultaneously where necessary.
Potential Benefits
CXM helps replace isolated improvements with a recognizable and measurable customer journey.
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