Customer Experience Management (CEM) is one of the most common buzzwords in CRM or customer service today. Although the term sounds easy and understandable, it is often used and interpreted in different ways in companies. Thus, the question is quite legitimate to ask: What does Customer Experience mean and what is the exact definition of this buzzword?
Customer Experience includes all touchpoints and impressions a customer receives during a purchase process including user experience and maintenance of the product or service.
The target of the Customer Experience is to create positive experiences with the product or the brand in order to strengthen the emotional relationship. Ideally each company generates satisfied and enthusiastic customers through Customer Experience.
„If you do build a great experience, customers will tell each other about that. You need to be consistently awesome.” Jeff Bezos, CEO at Amazon