1. CLIENT EXPERIENCE
MANAGEMENT
Customer Excellence
through
(CEM)

2. Definition

3. What is CEM?
• CRM methods, processes and technology reduced service and operation
costs. OK for companies, not necessarily for customers
Customers expect increasingly more from the companies they do business
with
Loyalty is driven primarily by company’s interactions with its customers
•
•
Client Experience Management
“The process of strategically managing a customer’s entire experience
with a product or company”

4. Client Experience Management
At the end, the goal of Customer
Experience Management is to move
customers from satisfied to loyal.

5. Logical Architecture Overview

6. • "Customer relationship management (CRM) is a
model for managing a company’s interactions with
current and future customers. It involves using
technology to organize, automate, and
synchronize sales, marketing, customer service,
and technical support."
Whereas
• “Client experience management (CEM) is the
collection of processes a company uses to track,
oversee and organize every interaction between a
customer and the organization throughout the
customer life cycle.”

7. CEM vs CRM
While CRM strategies and solutions are
designed to focus on product, price and
enterprise process, with minimal focus
on customer need and desire, CEM takes
into account also customer expectations
and the value of customer’s perceived
sentiment.
CEM is a strategy that focuses the
operations and processes of a business
around the needs of the individual
customer, involving strategy, integration of
technology, orchestrating business models
and brand management.
“CRM comes after the experience and CEM works hard on anticipating it.”

9. Blueprint of CEM solutions
COLLECT DATA FROM CFS,
FRONT LINE FEEDBACK, VOC &
INTERNAL/EXTERNAL AUDITS
MANIPULATE AND CORRELATE
INFORMATION
PROVIDE REPORTING AND
ANALISYS CAPABILITIES

10. A possible architectural approach….
Approach to CEM
• Switch the focus from a ‘products&services’view both to management and
analysis of all the aspects involved into the customer interaction
• Collect real-time customer centric transactional data from many available
and relevant network data sources
• Build a consistent set of Customer Experience Indicators (CEIs)/ MOT’s
and make them available in order to integrate common KPIs information
• Provide a wide desktop view of the collected data at different aggregation
degrees, from single customer to market segment
• Prevent the loss of information about customer related issues through a
highly effective and efficient IT Team

11. Links in the Service – Profit Chain
External
Service
Value
Employee
Retention
Employee
Productivity
Profits
Revenue
Growth
Customer
Satisfaction
Customer LoyaltyEmployee
Satisfaction
Internal
Service
Quality
Operating strategy and service
delivery systems
Organisational context:
Culture, Leadership,
Teamwork
Service
concept
Business results
Service designed and
delivered to meet
targeted customer
needs
Retention Loyalty
Advocacy
Performance Equations helps
organisations develop capability to
deliver service excellence

12. Customer Experience: It Takes More than Good
Customer Service
If you take all the different aspects of a commoditised world then
everything is pretty similar:
similar products,
similar people,
similar technology &
similar pricing.
The differences are in the brand, the perception and the feel of a
company, all of which are delivered through the customer
experience.
It’s the customer experience that differentiates a company

13. How to Add Value?
 Design measurable approaches to attitudinal and behavioural change that:
 Align behaviour and skills with the brand values and customer experience
promise you to communicate to your market
 Address the attitudes and motivation that shape behaviour
 Equip your employees to deliver the experience you know your target
customers value
 Develop your leaders to support employees in delivering on your brand
values and customer experience promise – including tools to sustain the
change
 Positively impact customer loyalty where employee behaviour is most
critical
 Measure the incremental changes that define success

14. Keys to Service Excellence through
Client Experience Management
Service
Excellence
Engagement
Service
Excellence
Engagement

15. •Identify important
retention factors
•Apply tactics to increase
retention and commitment
•Establish customer experience
Vision & Strategy
•Launch leadership and management
education & development
programme
•Launch employee engagement
programme
•Gather data on customer experience
•Use CFS to identify, organise and
communicate expectations
•Identify and map emotional touch
points
• Teach and model service and
Service Recovery skills
• Provide reinforcing and
developmental feedback
• Conduct coaching conversations to
build ownership and judgment
Keys to Service Excellence through Client Experience Management
Service
Excellence
Engagement
Service
Excellence
Engagement

16. Our Solution: The People and the Steps
Frontline
Employees
Frontline
Managers
Mid-level
Managers
Executive
Team
1. Measure 2. Engage 3. Mobilise 4. Sustain
The People
The Steps

17. Thanks