Glossary

Customer Experience Management (CEM)

Customer Experience Management (abbreviated CEM) is a fairly new management concept which is - in contrast to Customer Relationship Management (CRM) - still relatively unknown in the business community. 

CEM approaches the questions of direct and dialogue marketing from the customer point of view (i.e. inward-looking from the outside), unlike CRM, which uses an approach from inside a company facing outside and does not take into consideration customer expectations.

The following questions play a role in this respect:
How do customers want to be addressed? In which ways do they wish to receive advice? In which context and who do they expect to receive answers from? What makes a good service offer from the customer’s point of view?

CEM takes into account any substantial customer requirements. All situations related to advisory service, ordering and purchasing are gradually analysed and interpreted from the customer’s point of view in order to identify and fulfil customer expectations.

According to the CEM concept every customer contact should

• simplify information and communication processes,
• require little time,
• create a personal and pleasant communications culture as well as 
• provide a positive experience.

CEM deals with integrated management of customer experiences. The concept is at the centre of direct and dialogue marketing.