The Journey from ‘Experience’ to ‘Engagement’ – How Do You Describe your CEM Program?

The Journey from ‘Experience’ to ‘Engagement’ – How Do You Describe your CEM Program?

The customer experience management (CEM) and contact center space is one that is rich with concepts used to refer to different ways of managing buyer / seller interactions. However, with this wealth of terms and concepts, it’s very easy for practitioners to be confused on how (and if) each term differs from one another. Multi-channel and omni-channel are some of these terms that are used frequently and often interchangeably in the marketplace. To help end-users avoid confusing these terms, I wrote a brief overview of my view of the differences between the two terms. This article is aimed to help clarify the distinctions between several other terms that are used regularly and sometimes interchangeably; customer experience management, customer journey management and customer engagement management. Customer experience management: In my CEM report, I define this term as ‘a continuum of cross- and multi-channel business activities that are executed on an enterprise level to manage business activities across the entire customer lifecycle.’ In essence, the term in my opinion refers to the activities / interactions companies have achieve a specific objective, which can range from increasing top-line revenue to retaining clients and increasing net-new customers.   Customer journey management: Customer journey refers to the lifecycle of interactions that takes place between a customer and the business. These typically include raising awareness to company brand, products and services, consideration for buying, completing a purchase, onboarding, service delivery / success management, cross-sell and up-sell, loyalty and advocacy. These phases are not mutually exclusive as an organization would pursue cross-sell and up-sell opportunities while onboarding a client and servicing their needs. Customer journey management refers...