the so-called o Customer Experience Management It is a trend in marketing that aims to manage customer experiences to achieve increased brand loyalty.
Birth of the CEM: towards a more personal marketing
When we talk about old approach to marketing, we refer to the focus on the product. Companies lived day to day thinking that their product was the best on the market and that customers would consume it no matter what. They were blinded by product being unable to see what the market really needed and demanded.
Marketing was evolving and today we talk about customer focus. We all know that the customer is the main factor for a company. We live from them. Therefore, tools were born that brought us even closer to consumers. Quality surveys, satisfaction surveys…etc. they took a more relevant role in the evaluation of a company.
Nowadays, with the arrival of the digital age And all of the time, entrepreneurs have it easier than ever to know what the customer is looking for. They can get to know them in an even personal way, developing different strategies for each of them. The time has come to manage all the experiences that the client obtains with the brand of our product. he was born CEM (sometimes referred to as CXM) whose acronym in English means “Customer Experience Management”.
The Customer Experience
The Customer Experience is the sum of all interactions a customer has with a company’s brand during the customer’s lifecycle and it has become the critical differentiating factor that determines the business value that organizations apply to create sustainable competitive advantage. According to the definition of , the CEM would be “The practice of creating and reacting to customer interactions to meet (or exceed) customer expectations, thereby increasing customer satisfaction and loyalty.”
This allows the visibility of the customer experience in the interactions with the company, from the stages that precede the sale, to the post-sale, loyalty and retention policies. With this, it is possible to correct failures, structure strategies for business development and create new experiences for the target audience.
The emotions of the client: objective of the CEM
To create an experiential bond with the clientwe have to make him feel the brand. Therefore, it is almost mandatory to find a way in which we can reach their emotions. We must sell securities such as trust, security or love, others even sell happiness as Coke!
Therefore, the CEM focuses on the emotional bond with customers (both external and internal) by asking, for example, the following questions:
- Do we positively surprise customers by anticipating their needs and desires?
- Do we really transmit the value of our brand?
- Do our customers perceive the value proposition of our products and services?
- Do we connect with the people behind our internal and external clients?
To create an experiential bond with the clientwe have to make him feel the brand. Therefore, it is almost mandatory to find a way in which we can reach their emotions. We must sell securities like trust, security… others even sell happiness as Coke!
That is why many small, medium and large companies have begun to use this new marketing strategy, a new more personal vision for the client who, according to experts, tends to be the trend for the near future. And it is that as we said before, one of the objectives of the CEM is to provide satisfaction to customers, turning them into loyal consumers and defenders of the brand. With this, the main effect is the diffusion of the brand that the client does, mainly, in the social networks.
How to manage the CEM
Currently there are numerous tools that try to encompass each and every one of the interactions that a user has with a brand, wherever they occur, to extract valuable information that allows companies to create personalized and valuable content for each of their clients. Very CRM-style tools, offered by large companies such as Oracle, Microsoft, or Salesforce created so that brands can get to know the most minute details of their customers and can maximize their satisfaction, turning them into loyal customers and, perhaps, evangelizers.
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