Customer Experience Management (CEM) is a set of practices and tools to strategically manage experience throughout the customer lifecycle across all channels and touch points.

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Creating compelling customer
experiences
Customer experience is central to the success of any organization. Research shows
that the top reason for customers switching brands is not price or product but
because of poor customer experience. Simply said, good, compelling experiences grab
customers and bad experiences push them away. Customer experience is in many
forms, be it through their interaction with you in person, on your website, on a
mobile app or over social media. It is important that your enterprise has the
processes and technologies in place to ensure that customer experience is managed
at every touch point. Customer Experience Management (CEM) is a set of practices
and tools to strategically manage experience throughout the customer lifecycle across
all channels and touch points. An effective and mature CEM practice leads to
increased sales, highly satisfied customers, agility and responsiveness to market
trends and customer feedback and finally cost efficiencies through better optimized
utilization of marketing spends.

2. Customer Experience Management (CEM) is a set of practices and tools to
strategically manage experience throughout the customer lifecycle across all
channels and touch points. In other words, it as a methodology used for bridging the
gap between the intended customer experience and actual customer experience.
CEM is used to track, oversee and organize every interaction between a customer
and the organization throughout the customer lifecycle. The main purpose of CEM is
to optimize interactions from the customer's perspective and, as a result, promote
customer loyalty. In today’s times some of the key challenges faced by organizations
are:
 How to retain customers?
 What are customers excited by?
 What do customers expect?
 How to create a richer experience irrespective of the communication channel
(website, mobile devices, social networks etc.)?
 How to optimize marketing strategies and campaigns and draw maximum
returns from marketing spends?
Organizations are required to manage their global brand and produce effective
communication across all channels. It is important to ensure that what is delivered
from frontline staff to customers is always aligned to corporate strategy and what the
brand stands for. To overcome these challenges a comprehensive customer
experience management (CEM) strategy and set of technologies are used to collect
and analyze customer feedback and deliver these compelling and engaging
experiences. Customer Experience Management also allows for an integrated multi-
channel digital marketing strategy.
Social media is an important element which is impacting the way people connect
with each other and the way organizations interact with various entities: customers,
partners, stakeholders, and employees. Social media is exciting because it allows
you to build, grow and interact with your community in a real-time atmosphere
outside of your business walls. Enterprise Information Management (EIM) plays a
major role in an Enterprise’s social media strategy. EIM not only provides a platform
for integrating social media into your organization’s business process but also helps
to draw insights from social media, allowing for a more targeted online marketing
strategy. EIM leverages feeds from various social networks relevant to your
organization and industry, thus helping you build and propagate your brand and
company profile across the web.
Some of the benefits offered by an effective social media strategy are:
 Increased brand share of mind and top of mind recall, versus competition
 Sales improvements through generation of leads through social platforms and
improved conversion of leads through better engagement with customer
prospects
 Connecting users, partners and customers over engaging conversations
where constructive feedback and opinions are voiced
 Customer services improvements through reduced response times and
improved customer satisfaction

3.  Efficiency improvements as a large number of customers are reached at a
lower cost compared to traditional channels
Digital Asset Management (also known as Media Management) supports CEM as
the core management layer for managing the Intellectual Property (IP) assets,
unifying workflows, production environments, and distribution. Digital Asset
Management is an enterprise-grade asset management solution that provides
secure, cost-effective control of digital assets throughout your organization and
facilitates publishing across multi-channel platforms.
Digital Asset Management provides the following benefits to organizations:
 Moves digital content at the speed of business to increase the returns on
marketing investment
 Reduces risk of brand inconsistency
 Increases teamwork by reducing effort and time needed to transfer files and
accelerates content review and approval processes
 Provides access to a centralized repository ensuring a single source of the
truth, ensuring access to the most current version of digital/media assets
 Allows asset reuse and provides user-friendly asset re-purposing
mechanisms, thus reducing costly re-creation of digital assets and
accelerating time-to-market
 Ensures that your organization has real-time responsiveness to meet market
trends and customer expectations
Web Experience Management: Customers interact with your organization in
different ways. Some go straight to your website from their laptops; some visit you on
their mobile devices. Others follow your Twitter feeds and Facebook pages. No
matter how your customers choose to reach you, each expects an individualized
online experience – one that both makes interacting with you easy and provides
targeted content.
The benefits offered by web experience management are:
 Web experience management is cognizant of the customer context and
delivers content pages, images etc. accordingly – in real time, so that you can
provide your customers with exactly what they want, how they want it, based
on their current context.
 An easy to use and compelling web experience that is tailored to the
customer leads in increased customer satisfaction and drives revenues.
 Provides the ability to display content consistently across multiple channels
including mobile devices and other web platforms.
 Aligns IT and business digital strategies, processes and technologies.