What Is Customer Experience Management (CEM Or CXM)?

What are some CXM challenges?

Eight main obstacles get in the way of good customer experience:

• Not enough voice of the customer data. A company can't accurately measure customer experience without large data sets and can't solve customer experience problems it doesn't know about.
• Lack of omnichannel support. When brands cannot listen to or help customers in the channels they are interacting with -- whether through email, social media, web chat, mobile apps or smart speakers -- customers can't make their wants and needs known. Customers who do not feel heard are more likely to switch to a competitor.
• Ignoring qualitative data. Brands should harvest and analyze individual comments in survey free-text fields, which can yield a deeper understanding of customer experience issues than numbered ratings can. Qualitative data can also give rise to new ideas for improving the overall experience.
• Poor internal communications. A CX team must do its homework by analyzing the customer journey, building VoC programs and collecting voice of the customer data to create better experiences. However, those initiatives won't work unless CX leaders distribute that information in an understandable way to stakeholders in sales, marketing, customer support and senior leadership.
• Organizational silos. An organization needs a complete view of customer behavior to understand them and their actions at relevant customer journey touchpoints. If sales and marketing have separate customer databases, CX teams work with insufficient data that can distort the reality of a customer's experience.
• Insufficient tools and technology. CX teams can only do so much if not given the right tools to gather and analyze customer data and implement changes based on those findings. A CXM platform can help respond to customer concerns in real time, measure customer loyalty, track the success of sales efforts and more, while a customer journey mapping tool can help draw insights from every customer interaction across web, mobile and physical channels.
• Outdated documentation. A customer's wants and needs will change with their circumstances. Gathering and analyzing extensive amounts of customer data is useless if that data isn't accurate and up to date. For CX teams to succeed, they must be able to rely on the data they're working from.
• Unclear ROI. The C-suite must justify the organization's commitment and investment to a CX strategy, and they won't be able to do that if they don't fully understand the ROI. Taking time to calculate CX ROI can go a long way to instilling confidence that the dedication of time and resources is worthwhile.