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The Essential Guide to
Customer Experience Management

Everything you need to know about the importance of the customer experience and effectively managing it, including your CX platforms, solutions, and strategies.


The Essential Guide to
Customer Experience Management

Everything you need to know about the importance of the customer experience and effectively managing it, including your CX platforms, solutions, and strategies.

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Darren Choong
| Linkedin
| Content Manager

The Essential Guide to Customer Experience Management

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Ask ten businesses to define the customer experience (CX) and you’ll get ten different answers.

Is it, as McKinsey thinks, ‘Creating value through transforming customer journeys’? Or, as defined by Forrester, ‘How customers perceive their interactions with your company’? Maybe it’s as Oracle says, ‘How a business engages with its customers at every point of their buying journey’?

While those definitions are fine (although very clinical), they don’t get to the heart of what’s truly important – the deeper meaning of the word ‘experience’ and its relationship to the customer. Without truly defining it in a way that works best for your business, how can you design for it, manage, and measure it?

What is customer experience?

For us (and, we believe, every customer), an experience is an EVENT!

A service is a transaction, and a product is a thing. But the experience is transformative, holistic, and emotional. It’s a lifestyle. Passion. An adventure. An encounter, a happening. It’s all our senses. Every encounter. What we aspire to be and have. It’s life.


The experience isn’t a simple commodity. How can it be?

So, how can a customer experience be one thing or be defined so clinically? Especially when you consider how diverse each customer is! Experiences are tangible things (a product’s weight, sound, feel, etc.), but also a vast, often emotional, mix of intangible attributes, such as comfort, sense of belonging, beauty, and trust.

Does Disneyland only provide ‘entertainment services’? Not even close. Kids (and many adults) see it as ‘The Happiest Place on Earth’ where ‘dreams come true’. For riders, is the Harley-Davidson, ‘just a motorbike’? No, it’s their rebellious way of life where they ‘Live to Ride, Ride to Live’. Does Testbirds just ‘test digital products’, not at all, we ‘help you to develop solutions that your customers will love’.

Do you visit Starbucks just for coffee? Or drive a Ferrari just to get from A to B? Sure, you’ll get that tangible item but it’s those thousands of important, intangible things that make it a truly deep and meaningful experience!

In many ways, the customer experience is all about dreams. For the customer, it’s having them fulfilled, and for the business, it’s selling them.

The elephant in the room

Which one of these things do you think makes up the customer experience?

Your brand? Your product? The act of shopping? Services? The price? Delivery? Consumption? Eventual disposal?

Of course, it’s a trick question. All of them – and plenty of others – make up the experience.

That’s why you can’t say ‘it’s the value we created’ or ‘what customers perceive’ or ‘how your business engages with customers’.

There's more involved.

There’s more involved.

You’ve got to take a holistic view when considering CX. Thinking of it as only one or two things, and how it may relate to your business (the value add), means you’re missing out on the larger truth and may miss the mark with your customer experience solutions and customer experience strategy. As was clearly shown in the parable of the ‘six blind men and the elephant’.

In short: Six blind men touch an elephant to understand what is. The first man touches its side and describes the elephant as a wall. The second touches its tusk and said it is like a spear. The third grabs the trunk and says the elephant is just like a snake. The fourth touches its leg and says it’s just like a tree. The fifth feels its ear and says it’s like a fan. And finally, the sixth holds onto the elephant’s tail and says it’s like a rope.

None could see the bigger picture because they didn’t have all the information / the full truth. That’s why a piece-meal definition of and approach to CX, just can’t work. Especially when it comes to customer experience management and customer experience optimization.

With all that said, it’s time for us to go out on a limb.

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Here’s how we define the customer experience.

The clinical business version:
The customer experience is the totality of a customer’s physical, emotional, and psychological journey with your brand, services, and products – before they deal with you, during, and after.

The emotional, keeping-it-real version:
It’s how you make each customer feel and what you bring to their lives!

And that’s why it’s essential to effectively manage your customer experience platforms, your customer experience solutions, and your customer experience strategy. CX is everything and getting it right is good for business.

Why is the customer experience so important?

Beyond it being everything to the customer, three words are commonly used when it comes to the business benefits of a good CX.

Loyalty, profitability, and growth.

First, and foremost, it’s loyalty that is the most positive result of a good CX, and it’s such customer loyalty that promotes the other two. Ultimately, it comes from meeting the needs and wants of your customers, quickly, accurately, conveniently, and securely at every step of their journey with you and your products.


Customer Journey Testing

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66 percent graphics - Survey about the importance of unique needs and expectations

A good experience builds trust and loyalty, which can then supply multiple benefits:

  • Increased revenue – Happy, satisfied customers come back, buy more, and tell their friends, family, colleagues, and any number of strangers online. Good CX can also help drive customer lifetime value.
  • Improved customer loyalty – There will be a reduction in the dreaded ‘customer churn rate’ as competitors find it harder to entice your customers away and where issues can be quickly found and corrected – using tools such as regression testing.
  • Active advocates – Delighted customers will help sell your business on social media. This is important because online reviews are read – according to marketing company Invesp – by 90 percent of consumers before visiting a business. Additionally, Invesp also found that 88% of consumers trust online reviews as much as personal recommendations, and customers are likely to spend 31% more on a business with excellent reviews, while 86% will hesitate to purchase from a business that has negative online reviews.
  • Better ROI – By having a better understanding of what your customers are looking for, you can reduce costs and invest in what matters to them.
  • Future-proofing – This deeper understanding can keep you ‘change ready’ as customer behaviors and expectations evolve and new CX trends appear.
  • Happier workers – You can experience a more engaged workforce. Research shows that CX leaders have employees 1.5 times more engaged than those with little or no CX strategies.
  • Competitive advantage – Your business will be better placed to develop a customer-centric culture, which according to Deloitte, can make you 60% more profitable than a business not focused on their customers.

It’s this sense of trust alongside a positive, intuitive, and highly personalized experience – where any issues are quickly resolved – that ensures long-term loyalty, which is often more important than price and quality!

That’s why designing customer experiences that provide the best CX possible is so essential – and this is true whether you’re selling to B2B or B2C, developing healthcare products, a gaming app, an in-car entertainment system, a retailer, or working within the BFSI industry.

Enhancing Customer Experience in the BFSI Sector

Watch our webinar and discover how the BFSI sector can enable fast-paced digital customer journeys.

Okay, CX is important, but how do you excel at providing it?

There are, of course, no clear and easy answers. Every customer’s journey, experiences, and expectations are different and that puts various things beyond your control!

However, some basics are necessary, as KPMG noted.

“Eleven years of research with 4 million customer evaluations of c.3,500 brands globally have shown that there are six dimensions of customer experience that firms need to excel at if they are to reap the financial rewards that result from loyalty and advocacy. These are Integrity, Resolution, Expectations, Time & Effort, Personalization and Empathy.”

Customer experience = Consumer experience?

While the terms customer and consumer can be interchanged, a customer is usually the person who bought your goods or services, though they don’t have to use them. A consumer would be the person who uses (consumes) the product or service, whether they bought it or not.

So why is it called customer experience? On a purely business level, it’s more important to give the buyer attention! Everyone’s important but if you’re here to make a profit, it’s the customer you’re after… though you still want those helpful reviews from the consumer!

Also, customer service isn’t the customer experience. It is only one aspect of CX, which makes up ‘all’ of the interactions a customer has with you – where they feel heard, seen, and appreciated.

These ‘Six Pillars of Excellence’ are, as KPMG says, ‘the prerequisites for commercial success’.

  1. Integrity is all about building credibility, which leads to trust. Are you a leader in your field?
  2. Resolution is when you assume responsibility for an issue and effectively manage its resolution. Do you offer a money-back guarantee?
  3. How well do you know your customer’s expectations (even as they change) and are you striving to exceed them? Is their journey with you fully connected and seamless?
  4. Time & Effort looks at how easy the customer’s experience is and whether it’s simplified and requires minimal effort. Is your delivery convenient, fast, and connected with your omnichannel solution?
  5. Personalization is the amount of personal and ‘human’ experiences you offer across the customer journey. Do you have an emotional connection that speaks directly to your customers?
  6. Empathy is all about standing in your customer’s shoes, understanding them, and building a relationship based on analyzing their circumstances. When you communicate with them, is it all corporate speak or truly human interaction?

The challenge is that you need to excel at all six pillars, not just one.

Three of the best ways to excel at the pillars are:

  1. Get to know your customers in as much detail as possible,
  2. Develop detailed customer journey maps to help you better understand specific customers and their expectations at every touchpoint, and
  3. Utilize customer experience metrics to gain an in-depth understanding of what customers think of your brand and the experience they’re having with your business, services, or products.

The frictionless customer journey

What customer experience metrics should you track?

We’ve got to be honest, there’s lots to choose from. What’s important is to use those that help you know your customers better and discover how they feel about their experiences with you. Is it easy or hard for them to use your products? Would they recommend you? Were their issues resolved – and in what time frame?

Such metrics, in addition to proactive website testing and app testing (to discover UI issues and potential bugs), provide insights into their experiences, how effective your CX initiatives are, and the best way to optimize customer experiences.

Let’s take a quick look at some of the most popular:

Net Promoter Score – NPS is primarily used to find out more about your customers and how satisfied they are with your solutions (over a set time). It’s also a good indicator of whether they will recommend you to others, their loyalty, etc. By splitting customers into three categories (detractors, neutrals, and promoters), the NPS asks a simple question, ‘On a scale of 0 to 10, how likely are you to recommend us to a friend or colleague?’. 9-10 shows a promoter, 7-8 a neutral, and 0-6 a detractor. You then subtract the percentage of promoters from the percentage of detractors to get your score!
For example, if 88% are promoters and 8% are detractors, your score is 80. And the higher the score (compared to your competitors) the better you’re doing.

Customer Satisfaction – CSAT helps you measure how happy (or unhappy) a customer is with your overall service by asking how they felt about a specific functionality or feature (how satisfied were you when returning the product?). To get your customer satisfaction score you divide the number of satisfied customers by the total number of customers asked and multiply by 100.
For example, if there are 37 positive responses from 50, your CSAT score is 74%. Again, the higher the better – and anything over 80% is seen as the gold standard!

Customer Lifetime Value – CLV helps you determine the expected revenue a particular customer brings to your business throughout your relationship. This helps you see who is more likely to be a repeat buyer and pay more (amongst other things). It also enables you to target customers with specific offers and products (and remove ones that aren’t selling). CLV shows the actual impact on your revenue.

There are a wide variety of potential formulas and approaches (historical, predictive, and traditional) but we’ll just highlight a basic example.

For the past five years, you’ve released a product update each December worth $50. One customer has bought that update every year. This makes their lifetime value to you $250. You have 1000 regular customers and 90% have done the same. Their overall CLV is $225,000. Deduct that from your cost of development over that period and you’ll have a good indicator of how well you’re doing on that product.

Customer Effort Score – CES lets you gain a greater understanding of the obstacles facing customers during their journey with you (issue resolution, questions answered, product purchase, etc.). Again, the higher the score, the better the perceived satisfaction and loyalty.

For example, if you ask your customers what level of effort was put into resolving an issue (from 1, bad, to 10, great) you divide the ‘sum of effort’ ratings by the number of respondents. If you had 5 people answer with effort ratings 10, 10, 8, 6, and 9, your rating would be a respectable 8.6 out of 10 (43 divided by 5).

Some honorable mentions

Some honorable mentions:

  • Customer Referral Rate – referrals that turned into purchases. Divide total referral buys (100) with total overall purchases (3000) and multiply by 100. 100 ÷ 3000 = 0.03 x 100 = 3.3% referral rate!
  • Customer Churn Rate – refers to customers that (during a period) stop using your business. Divide total customers lost (20) by total customers at the start of the period (2500) and multiply by 100. 20 ÷ 2500 = 0.008 x 100 = 0.8% churn rate. Doing great!
  • Customer Retention Rate – this is the opposite of churn, so if that’s 0.8 then your retention is 99.2%. Fantastic! You can also calculate it based on the Direct Method. Divide the number of active and newly acquired customers at the end of a period by the total number at the start of the same period and multiply by 100.
  • Employee Engagement Score – how they feel about your business. Like the NPS, just ask questions with a ranked score, such as ‘how do you like working here out of 1 to 10?’. One for ‘not’ and 10 for ‘I’d live here if I could’. Then score each rank – 9-10 is 100 points, 7-8 is 80 points, etc., add all the responses, and divide by the number of questions. 2 questions with a score of 50 = 25. Not great – a good average score is 50% or higher!
  • Customer Loyalty Index – to track customer loyalty over a set period. Ask a set of questions (on a scale of 1 to 10 how likely will you use us again?) and rank each answer (10 = 100, 1 = 0), then divide the total scores by the number of questions.
  • Customer Acquisition Cost – what it costs to get a new customer. Divide your total sales and marketing costs by the number of customers acquired.
  • Average Resolution Time – how long it takes for your business to solve an issue. Divide the time to resolve the issue by the number of resolved requests to get your average resolution time!

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Regardless of which you choose, define exactly what you need to measure, and proactively do it at each relevant touchpoint and on every channel they use!

It’s also a clever idea to use other data/feedback-gathering sources, including customer satisfaction surveys, feedback forms, and usability testing.

Your end game is to create such a positive, personalized, and emotional experience that loyalty is guaranteed, repeat purchases are common, new customers flock to your business, profits are maximized alongside streamlined costs, and your workforce is happy and engaged.

To dream big.

The remarkable thing (now that you’ve picked your jaw off the floor), is that it’s achievable!

You just need a robust customer experience management strategy.

What is customer experience management?

But isn’t CXM just Customer Relationship Management?

It’s only similar in some basic functionalities. CRM is about optimizing internal processes to gain a better idea of what a customer looks like, while CXM is far more customer-centric and prioritizes customer experiences to show the customer what you look like.

CRM focuses more on sales, technical support, marketing, and customer service – where customer data is analyzed to find areas of opportunity, create sales funnels, and develop loyalty programs specific to that customer. CXM is about perfecting the overall experience for every customer, including quality, reliability, support, performance, and satisfaction – so that they trust you to meet their needs.

Think of CRM as a solid tool for your CXM.

Customer experience management, often abbreviated as CXM, CEM, and occasionally as CustomerXM (we’ll stick with CXM), is an approach (or you could define it as a discipline or process) of monitoring, overseeing, evaluating, and organizing all customer interactions with your business – at every stage of their journey with you – so you can better manage their experience.

All to enhance loyalty, satisfaction, and advocacy!

CXM generally consists of five elements that let you understand, track, manage, and optimize the CX: Strategy, people, process, technology, and best practices. While not new concepts, CXM helps to focus and align them (with the help of a CXM framework – but more on that later).

This is why it’s so essential to fully define the customer experience, understand why it’s so important, and carefully consider what methods you need to make a good CX happen. For your CXM strategy to work, all interactions, via any channel they connect with you, at every stage in the customer lifecycle, and across time, must be considered (often from their perspective).

Or to put it simply, CXM is your internal business function and CX is what your customers experience with your business.

Why is CXM so important?

By now, we hope it’s clear why the customer experience is good for business, but let’s look at the stats anyway!

Customer expectations of companies and their actions are rising.

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66 percent graphics - Survey about the importance of unique needs and expectations

Organizations that rise to this challenge can stay ahead of their competition…

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…and enjoy increased revenue and improved branding.

Info 67 % - The importance of CXM
25& to 95% infographics - The importance of CXM
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However, challenges remain for many organizations that are looking to improve their customer experience and reap these benefits.

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1 Salesforce – State of the Connected Customer report (Fifth Edition)
2 Gartner – Creating a High-Impact Customer Experience Strategy report
3 Adobe – The Customer Experience Management Mandate
4 Markinblog – Customer Acquisition vs. Customer Retention: What Data Says?

  • 1 Salesforce - State of the Connected Customer report (Fifth Edition)
  • 2 Gartner - Creating a High-Impact Customer Experience Strategy report
  • 3 Adobe - The Customer Experience Management Mandate
  • 4 Markinblog - Customer Acquisition vs. Customer Retention: What Data Says?

As you can tell, a good CX is a critical differentiator amongst organizations. With CXM you can create complete customer profiles to drive hyper-personalized experiences and engage more, stay on top of trends and risks, measure how well your initiatives do, gain a deeper understanding of your customers’ needs and wants today and tomorrow, lower churn and boost retention, improve your CLV, and get relevant information to the right person, at the right time!

CX is your competitive edge and CXM is the engine driving it!

Digital Thinkers Forum

Watch here as CX expert Steven van Belleghem shares how you can meet tomorrow’s customer expectations!

What are the challenges of CXM?

While every business (and industry) has their unique challenges when implementing CXM – a lack of employee engagement, an inability to organize and effectively use their data, no clear definition of what customer experience means, or overestimating their understanding of what their customers want – there are a few areas that affect everyone to varying degrees. And if they don’t work properly, everything can stop.

Lack of data to deeply understand your customer’s behavior

When it comes to CX, data is king. If it’s fragmented, incomplete, not aligned, siloed, etc., you simply can’t fully understand what customers need and expect. Today, many organizations are also suffering from a lack of (good) first-person data. A recent Sitecore report on ‘Reinventing Commerce’ highlighted that ‘Two-thirds of global respondents report that they do not have enough customer data to fully understand the customer journey’.

Whether it’s boosting your CRM system to better collate and interpret your data (including your CX metrics), conducting mystery shopping or to capture real-world insights into how your product or service works, analyzing your online data from cookies to time-on-site, and more, you need to bring it ALL together to create a 360-degree overview of how people engage with your brand, what works, what needs improvement, and what they’re looking for.

The list can be as extensive as you need but it must be agile enough to take in new platforms, touchpoints, and technologies.

Case Study

Customer Journey Testing of BMW Motorrad‘s Connected App

CX isn’t taken seriously (enough)

If you can’t say with 100% certainty who handles CX in your own business, you’re not alone. Just consider the answers to this question from an Econsultancy survey:

‘Who is primarily responsible for creating the business case for digital marketing and customer experience technology investment within your business?’

The answers were:

  • 40% — Chief Marketing Officer
  • 11% —Head of Ecommerce
  • 4% —Chief Technology Officer
  • 3% —Chief Customer Officer
  • 1% —Chief Data Officer
  • 1% —Chief Information Officer
  • 5% —No-one
  • 35% —Other

While no one at 5% is bad enough, it’s amazing that 35% of respondents threw their hands in the air and said ‘someone’!

Even if a business is investing in the customer experience, there’s often a lack of experience, small CX teams, and immature processes, programs, and strategies. This must change. Set up educational resources and create specific roles to directly manage your CXM needs. This, especially, was reflected in Jeff Sheehan’s book Customer Experience Management Field Manual on which roles help CX-focused organizations:

‘Where Customer Centricity is the focus, the CX function tends to be centralized and led by a designated Chief Customer Office role who manages a CX team, which may include a Voice of the Customer Program Manager, a Journey Mapping Operations function, and an Insights & Analytics Business Analyst.’

Centralize, specialize, and strive to spread CX throughout every part of your business.

Technology limitations and lack of knowledge

If you don’t have the right technology and skills to deliver a great customer experience in real time, it’s a sure bet your competitor does. And that’s not acceptable!

But if that sounds like you, don’t worry. You’re (you guessed it) not alone.

In the same ‘Reinventing Commerce’ report above, it was noted that ‘around half say that they don’t yet have the infrastructure or capability to deliver and manage content at scale’ and that ‘only about one-third of respondents have a high degree of confidence in their organization’s approach to new technology planning, investment and integration.’.

Additionally, a few years ago, the Digital Marketing Institute’s report on digital marketing skills showed that only 8% of marketers in the US, UK, and Ireland achieved entry-level digital skills, and that overall, strategy and planning ‘emerged as the leading skills gap’.

Whether it comes from a lack of tech investment, relying on legacy hardware, or a skills shortage, you can’t skimp on setting up your CXM solutions!

With this in mind, Microsoft noted 6 questions to ask when evaluating CXM software.

Does it…

  1.  … enrich customer profiles with real-time data?
  2.  … integrate with your current ecosystem?
  3.  … adapt and extend personalization?
  4.  … allow you to orchestrate cross-channel customer journeys?
  5.  … have the intelligent capabilities to help you grow?
  6.  … help you build trust and protect customer privacy?

And beyond the tech, make sure you have the right digital skills in place and that constant training and retraining are done to keep up with the latest innovations.

What is a CXM framework?

All of this comes together with a CXM framework that acts as the model (blueprint, strategy, or structure) of how best to measure, analyze, and improve your customer experience. It not only considers the technologies used, but the skills, competencies, mindsets, and beliefs that are needed to make your CXM a success.

That means it should help you manage the entire customer journey and not be used to simply handle CX at specific touchpoints.

This was reflected in a recent paper on CXM in the age of big data analytics, which states that CXM frameworks are recently being conceptualized ‘as a higher order resource of cultural mind-sets, strategic directions, and organisational capabilities.’ Their framework integrates CXM and big data analytics to help organizations ‘better understand what types of CX data and analytics can be used to generate actionable CX insights’.

Such CXM frameworks often follow a similar pattern to Experience Management, which (via vmware) is ‘a way to track, measure, analyze and improve any interaction people have with the organization. Those people can be employees, customers, vendors, suppliers, and other stakeholders’.

A good CXM framework can optimize your CX by providing deeper insights into your customers’ wants and expectations, can help you better measure your CX efforts with measurable and actionable data, and drive business growth.

How to perfect your CXM strategy?

The benefits of a good CX are clear – but in case you’re still unsure, Forrester noted that ‘Companies that have been successful with CX transformation see 5X revenue growth over laggards’ and for the car industry alone, a one-point improvement of CX can lead to over US$1 billion in additional revenue – what then can it do for you?

But there are several things you must focus on to perfect your CXM strategy!

  • Be empathetic! To establish a truly meaningful connection with your customers and create solutions they want, alongside processes that meet their needs, putting yourself in their place is essential.
  • Always listen! Sometimes you just have to look past all the data and talk directly with the people that use your products and services. For diverse groups that are hard to speak with one-on-one, crowdtesting is an effective replacement to discover unbiased views.
  • Be transparent! Today’s customers care about the ethical nature of the company they’re dealing with. They expect that you’re ‘doing the right thing’ for the environment, workers, and society in general. And with the number of ways they can research what you do, trying to cover up or ignore something negative will erode trust.
  • Analyze the customer journey! Understanding your diverse customers’ needs, behaviors, and decision-making processes can be done by carefully mapping their journey every time they interact with your business. Powered by real-world insights and feedback from their experiences at each touchpoint, you’ll have the data you need to supply a great journey.
  • Study each touchpoint! But always keep the bigger picture in mind. Remember the story about the elephant? You need to understand what the customer is trying to do – and see how touchpoints create an impact. Are they emotionally positive or negative? Each point is part of the journey! Again, consider customer journey testing for unbiased input.
  • Get personal! If you want to win CXM, your messaging must be as personalized as possible. In addition to mobile marketing and location-based services to gather insights for personalization, consider next-generation technology, including AI-driven CX personalization, big data analytics, and even digital experience platforms! If something can truly help you personalize experiences, it’s worth a try.
  • Empower your people! Give everyone the autonomy (within reason) to help your customers without always needing management approval. All things should lead to building a solid customer-centric culture.
  • Go omnichannel! Your customers likely want to connect with your brand in multiple ways. We’re well past the days of only connecting via our home or work computer. With an omnichannel approach, you can connect multiple online and offline platforms to seriously focus on and prioritize the customer experience.
  • Invest in the right platforms and software! Great CX needs data that can be studied, measured, and reported on. But with technology changing so fast, it’s best to invest in solutions that can tick every box today, and be agile enough to tick them tomorrow.

What are some CXM solutions?

CXM solutions are undoubtedly amongst the biggest investments. Whether you’re looking to strengthen your CX or become a fully-fledged customer-centric business, the right technology makes it happen.

But first, let’s look at areas to consider when selecting what’s best for you!

  • Make sure it’s omnichannel-ready. You need to listen to a LOT of different channels.
  • You’ll be gathering a huge amount of data. It must be centrally stored and capable of real-time updates. Remember, you’ll need both micro and macro views of your customers to see patterns and trends so you can personalize things!
  • The user interface of your CXM software must deliver a great and helpful CX. But this time, for you! This will mostly come in the form of dashboards, so make sure they provide the information you need from your CX metrics in a user-friendly way.
  • Don’t forget your analytics. Are they predictive? Do they cover a range of insights for you to take quick action? Ideally, they’ll handle a range of analyses, from text, to statistical, customer-contextual, and performance. Then you can make data-driven decisions on how to improve your CX.
  • From there, your platform must ensure you can act in real-time, to the customers you need to, exactly when it’ll make the biggest impact. Automatically.
  • It must also be capable of integrating with and being integrated into, a variety of other solutions. Can it ‘talk’ to your CRM system, your HR and finance data, various API’s, online analytics, etc.?

Some of the biggest CX platforms include Adobe Experience Manager which handles, for example, content management data collection and AI analysis. Then there’s the Service Cloud by Salesforce, which features a range of solutions, including productivity tools, AI-powered chatbots, and guided workflows.

Others include Zendesk, HubSpot, IBM Tealeaf, Medallia, Clarabridge, ResponseTek, SAS Adaptive Customer Experience, and… well you get the idea! There’s an immense variety out there to meet your exact needs.

It gets even more crowded when you consider ‘experience management’ software solutions. There’s GetFeedback (to capture feedback in a centralized place), Infobip (for omnichannel engagement), Braze (customer engagement), RevJet (to orchestrate personalized advertising experiences), Cemantica (to build customer journey maps), and many, many more!

Just make sure to test everything. Early, often, and ongoing.

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Let your customers’ journey take flight!

Getting your CXM right will take a lot of effort. There are many things to think about, and many people to involve. But imagine getting it right! Your business will be able to reach for the skies!

With a brand that delights, empowers, and creates positive experiences for everyone who encounters it, you’ll have something your competitors will struggle to gain.

Engaged employees and happy, repeat customers.


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