CXM (Customer Experience Management)
Design Processes
A holistic approach to managing and optimizing all interactions a customer has with a brand. CXM involves understanding customer journeys and feedback to enhance overall satisfaction and loyalty.
In practice
Involves strategically managing and optimizing the overall experience a customer has with a product or service. CXM is relevant at various stages, aligning design decisions with customer satisfaction. Its significance lies in fostering positive customer interactions, building loyalty, and ensuring that design choices contribute to an overall positive customer experience. CXM contributes to the long-term success and competitiveness of a product or service by prioritizing the customer's journey and satisfaction.
Questions
What is CXM (Customer Experience Management)?
Customer experience management is the practice of designing and measuring the whole of a customer's experience across every touchpoint, rather than optimising each one separately.
Why do you use CXM (Customer Experience Management)?
People do not experience an organisation department by department. A brilliant app and a miserable support line average out to a miserable brand.
How do you use/apply CXM (Customer Experience Management)?
Map the journey end to end, find where it breaks between owners, and measure the joins rather than only the parts.
When do you use CXM (Customer Experience Management)?
In any organisation large enough that a customer meets more than one team.
Who uses CXM (Customer Experience Management)?
Service designers and experience leads, working across marketing, product and operations.
