Core Elements of high performing CEM organisations

Inspiration on where to focus, when starting up or reinforcing an organisation’s CEM approach

Many commercial executives find the concept of Customer Experience Management difficult to define - Thus lacking to execute a CEM approach. To meet the need for defining the concept of Customer Experience Management, SJP and CBS (Copenhagen Business School) have concretized eight “hands on” parameters for successful execution of Customer Experience Management.

The following list of key parameters can be used as a list of inspiration on where to focus, when starting up or reinforcing an organization’s CEM approach.

• Top management involvement: Defining a processes to give top management “hands on” insight on what customers experience with the company and understand the financial potential in improving customer experiences. Thus supporting top management to stress the need for intensified focus on customer experiences.

• Customer touch points: Describing the customers journey through the company and concretizing customer touch points giving the organization a share frame of reference on how the total customer experience are created.

• Customer focus: Aligning the organizational mindset on which customer experiences to create and concretize the individual employees roles and responsibilities.

• Objectives for customer experience: Setting up clear and measurable objectives for what customers are to experience in specific touch points and continuously evaluate and improve vital customer experiences.

• Customer insight: Many organizations make customer surveys but often they do not support the organization with sufficient insight to make decisions that actually improve customer’s experience. Customer insight is about making a setup securing customer insight throughout the organization enabling all relevant employees with adequate customer insight to continuously improve customers experiences.

• Customer driven innovation: Implementing a process for innovation that continuously transform customer insight into improved customer experiences.

• Recruitment and training for employees with customer contact: Aligning HR initiatives with customer needs and the customer experiences to create.

• Branding: Ensuring alignment between what is promised in the brand and what customers actually experience.