Customer satisfaction with CEM
Customer experience management can help build customer loyalty
and bolster your brand, says Siva Ganeshanandan, Solutions Manager, Interwoven.
In order to drive organisational growth todays C-level
executives are working towards increasing customer satisfaction, improving market
agility, and strengthening their brands across global markets. Till recently
these executives used Customer Relationship Management (CRM) systems to optimise
sales transaction processes, but now their challenges are greater. To reach
their goals, executives today are finding that they must go beyond CRM to create
and optimise a comprehensive customer experience strategy.
Beyond plain vanilla CRM
It is essential to think of the customer experience as the collection of all
interactions a customer has with a company, its products, and its partners,
across all customer touch-points (the channels for customer interaction, such
as mobile devices, contact centres, e-mail, Web sites, flyers, and retail stores).
This experience has to be managed across all geographies, and throughout all
stages of the customer lifecycle, from attracting customers through fulfilment
The customer experience is central to each of the three corporate goals mentioned
above. Delivering a relevant, personalised, and consistent customer experience
can, for instance, improve customer satisfaction, across every customer touch-point.
Accelerating the delivery of new brands, messages, and promotions to customers
enhances market agility. In addition to these, delivering a consistent customer
experience across world markets and languages is essential for building a strong
However, the truth remains that an optimal customer experience is easier to
describe than to deliver. In practical terms companies must coordinate with
numerous content creators worldwide, combine the content that they create with
centrally controlled and approved digital assets (electronic documents, images,
PDF files, or other digital media that constitute an asset), localise it for
specific markets, personalise it for particular customers, and publish it across
the full range of customer interaction touch-points.
Traditional approach falls short
To date, few companies have optimised this entire create-to-publish customer
experience process. The lack of an enterprise-wide strategic approach undermines
the very objectives that executives are seeking to achieve, resulting in some
important issues or shortcomings.
The first of these being decreased customer satisfaction. Inaccurate, out-of-date,
or incomplete customer information prevents people from understanding companies
and their products, and can drive customers away.
The second issue is sluggish market execution. Labour-intensive manual processes
require months-long lead times to roll out brand changes, new products, and
new campaigns, delaying launches and weakening competitive advantage.
The next in the line is brand dilution. Without the capability for centralised
control, brands and messages become distorted as they are altered for the requirements
of different touch-points and diverse global markets.
At the same time, another penalty is incurred, because customer experience inefficiencies
increase the cost of each customer interaction. This can damage the bottom line.
CEM: A unified strategy
A far more effective approach is
CEM, which brings together an enterprises entire create-to-publish
customer experience process within a single ecosystem, uniting content
management, digital asset management, localisation, content distribution,
Focussing on a particular type of customer interaction such
as the hotline or a specific customer touch-point such as the companys
Web site may improve one aspect of the overall customer experience. However,
this is also likely to result in duplication of content, inconsistent usage
of the said content, and redundant processes, which only compound enterprise-wide
A far more effective approach is customer experience management
(CEM), which brings together an enterprises entire create-to-publish customer
experience process within a single ecosystem, uniting content management, digital
asset management, localisation, content distribution, and more.
With a systematic approach, a company can consistently deliver
persuasive, customer-facing content through all customer touch-points to attain
the following objectives:
Strengthen customer loyalty:
A CEM solution provides capabilities for personalisation and interaction management
so companies can anticipate and meet the specific needs of each customer for
each interaction. The automation of manual processes prevents misalignment across
channels and improves customer satisfaction.
Achieve unified brands, messages,
and corporate image: A CEM solution provides business units around the
world with a library of approved, localised brand messages and marketing assets.
By combining local authoring with centralised control, CEM helps companies move
quickly in every geography while projecting the brand in a consistent light
to build customer loyalty.
In addition to these strategic benefits, from an operational perspective the
automation of manual processes prevents redundant work and optimises efficiency,
often enabling enterprises to substantially reduce the costs of providing customer
Accelerate worldwide product
launches and promotions: By supporting all processes from collaborative
creation through global publishing, CEM enables an enterprise to create customer
content that can be used immediately around the world. Business units can eliminate
IT bottlenecks by rapidly generating and deploying their own marketing assets
without risking misalignment with enterprise-level business objectives.
CRM is essential for managing the transactional aspects of the customer relationship,
but it is not enough. Executives seeking to build customer loyalty, improve
market agility, and manage their brands across global markets are finding that
CEM offers both a solution to address the challenges of today and a platform
to stay competitive tomorrow.