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The concept of customer experience management (CEM), or the art of serving customers according to their individual preferences, is not new. Along with other leading CRM luminaries, Cognizant has long emphasized the importance of customer experience, warning that companies must engage with customers on their own level, in their desired way, or risk becoming irrelevant.
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To do this requires that businesses engage customers on an emotional level. It’s more than just serving customers along traditional dimensions of satisfaction, providing a quality product delivered on time at the right price backed by strong service.
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Succeeding with CEM starts with process improvements that enable customers to more time effectively interact across various dimensions of the business via their preferred channels. This means extending and optimizing CRM to continuously improve the customer experience in ways that help to predict and influence desired business outcomes across all key customer segments.
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Cognizant’s latest white paper -- CEM: The Art of Creating Closer Customer Connections -- illustrates how CEM can elevate CRM from its transactional/tactical roots into a strategic mechanism for delivering a more positive, predictable and profitable customer experience. This white paper provides actionable advice and reality-based recommendations on how to apply CEM principles to your CRM strategy -- and avoid unforeseen business-technology hazards along the way.
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Click here to download this white paper.
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