Customer Experience Management (CEM) comprises a collection of activities that the company undertakes to provide a personalized and smooth experience to customers. It is never a one-time strategy to execute rather it is a continuously developing process based on inputs provided by customers and experiences. Every employee in a company and every decision a company makes impacts the customer experience either directly or indirectly. 

CEM is emerging as the key strategy to gain a competitive advantage in today’s hyper-competitive marketplace. According to Gartner, more than 50% of organizations will redirect their investments towards customer experience innovations in the future. Gartner clearly defines CEM as “the practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty, and advocacy.” CEM is a strategy that puts business customers at the center of marketing, sales, and customer support in order to drive brand loyalty and repeat business.

Key benefits of CEM are:

• Make your brand stand out by treating your customers better than your competitors do.
  

• Improve customer loyalty, through valued and memorable customer interactions.
  

• Providing great customer experiences can help create loyal brand ambassadors, who are more likely to spread positive word of mouth about your brand.
  

• A happy customer who is treated well with a personalized approach will be more willing to buy or try other products (cross-selling) or services.
  

• According to research by a popular credit card company, 86% of customers are willing to pay more for a better experience.