INTRODUCTION TO CUSTOMER EXPERIENCE MANAGEMENT
Although our recent Customer Experience Management Roundtable was restricted to only 15 members of the Association For Services Management International (AFSMI), we’d now like to give you an insight into that roundtable and the comparatively new subject of Customer Experience Management.
Derived from the concept of Customer Relationship Management (CRM), companies have invested millions only to discover that the model focuses on products and pricing but is incapable of managing a company’s relationship with thousands of different customers. What one can manage however, is the experience that customers have with your brand or company and whether that experience is consistent with what you want it to be. Customer Experience Management addresses the relationship between the customer’s expectations and the customer experience.