A paper for digital decision makers who want to learn how to master the needs and expectations of the empowered consumer
The forces of digital disruption have empowered consumers and created growing demand for rich, engaging, and consistent experiences across multiple channels and touchpoints. Customer experience management (CEM) designates an evolving set of practices, technologies, partnerships, and business values that, taken together, enable organizations to orchestrate, offer, and optimize consistently superior customer experiences.
Mastering CEM is an imperative because the quality of the experiences you offer and support will increasingly determine the fate of your company. As a business discipline, CEM requires a deep, company-wide commitment to understanding and serving the needs and expectations of customers. It is certainly not a software solution that can be purchased, plugged in, and turned on. Nevertheless, because most interactions are either conducted in digital channels or at least draw upon digital assets, resources, and data, companies deploy a broad, growing, and rapidly shifting ecosystem of technologies to support CEM. CEM is hard, complicated, and new.