Customer experience is one of the most important strategies for any company. In fact, Michel Falcon, expert speaker on customer experience, believes that "regardless of product, service, company size or industry, customer experience has proven to be a vital point of differentiation for companies all over the world."

Did you know that 75% of customers are willing to spend more on products or services whose companies provide good customer experience? This shows us that today customer experience management is more relevant than ever.

Customer Experience Management (CEM) is the process that manages consumer interactions during the purchase journey with the aim of satisfying customer needs and creating greater loyalty. In fact, according to a Cisco study, 70% of purchase decisions are based on customer experience.

The person in charge of CEM is a Customer Experience Manager. According to the latest Zendesk Customer Experience Report, 63% of these managers say their companies have been prioritizing customer experience for more than a year.

CEM managers main task are to develop strategies and methods that allow knowing and better understanding the client's needs; supervise the collaborators involved in customer service, that is, all those who are part of the marketing, customer service and quality departments; analyze the consumer's perception of the company to carry out improvement actions with methods such as website traffic analysis, CSAT: customer satisfaction score, measurement of the rate of complaints and claims, and satisfaction surveys. In fact, according to Zendesk's 2020 Customer Experience Trends Report, customer feedback analysis enables organizations to measure performance and take action to improve.

Other tasks imply creating strategies that allow the company to differentiate itself from others, providing added value, generating new experiences and greater interaction with customers; getting customers to recommend the company's products and/or services, exceeding their expectations, building solid relationships and offering them incentives; and obtaining loyalty from a greater number of customers through retention strategies.

Regarding the importance and benefits of Customer Experience Management, it is important to know that, thanks to Customer Experience Management (CEM), customers tend to feel happier and more satisfied with their purchases, which leads to greater loyalty, more sales being closed and, of course, new consumers being obtained, thanks to word-of-mouth advertising. In fact, did you know that 84% of customers trust brands recommended by their acquaintances?

In addition, implementing CEM Customer Experience Management is great to improve the relationship between the client and the company. Customer experience management allows personalized attention to customers and better support before, during and after the purchase, which generates a better relationship between the company and the customer.

Zeithaml and Bitner, in their book about Marketing explain that: "in order to create meaningful relationships that generate attractive results for the company, it must focus on attracting, retaining and strengthen customer relationships”.
Implementing Customer Experience Management also allows you to establish clear strategies and goals to increase the productivity and commitment of workers with the aim of achieving the best results. According to another important study, brands with a higher commitment level from their employees end up increasing their customer loyalty by 50%.

In order to help you implement Customer Experience Management, a live chat software is the ideal tool to prevent customers from losing interest in your products and/or services, since it allows them to get answers in real time and make purchase decisions with greater security.

Then, a ticket management system is a tool with which you can manage -through a single interface- the inconveniences and requests that customers make through different channels. With this you obtain benefits such as increased productivity, agility in responses and the possibility of tracking messages according to their priority.

Then, a help desk is a tool that aims to help customers through agile responses to their requests in an integrated manner and through different channels. It is especially useful for multinationals that support a large number of companies, although it is a useful tool for any type of business and it adapts to it as it grows.

Then, a CRM is a very useful tool in Customer Experience Management, as it allows you to store all customer data to better understand their needs and, above all, to monitor the customer's purchasing journey. In addition, it facilitates process automation (such as sending emails, prospect analysis, etc.) so that sales agents can carry out their activities more efficiently.