Customer experience management
In this article about customer experience management, you’ll learn:
What is customer experience management?
Customer experience management — often referred to as CXM or CEM — is the practice of creating personalized interactions called experiences that reflect the needs and behaviors of your customers across channels.
By getting customer experience management right, you can strengthen your customer relationships and build brand loyalty through experiences that feel curated just for them.
The importance of customer experience management
With the rise of the digital economy, customers expect online experiences to be personalized. This is especially true for retailers, whose customers shop physically in stores and digitally through channels like their website and social media. Effective content management goes beyond just delivering ads for the pair of running shoes they searched for. It’s understanding your customers so deeply that you can meet them with the right experiences wherever they are — for example, with a social media post for your brand’s next running event — and making them into loyal fans.
Let’s explore the benefits of customer experience management:
- Understand customers better. By creating a complete view of what your customer needs and cares about, you can deliver more personalized experiences to their favorite channels.
- Strengthen your brand. Part of a strong customer experience management strategy is building experiences into a cohesive customer journey. When each experience feels relevant and cohesive, it helps solidify your brand and your customer’s relationship to it.
- Improve customer loyalty. CXM capabilities like intelligent search, product recommendations, and loyalty incentives all help personalize experiences for your customers in ways that build deeper relationships and lasting loyalty.
- Boost revenue. When customers are delivered experiences that meet their needs, they’re more likely to make a purchase. And when they’re delivered consistently relevant experiences, they’ll keep coming back.
Get started with customer experience management
By creating a strong customer experience management strategy, you can improve customer engagement and increase loyalty to your brand. When you’re ready to get started with your own strategy, unify your customer data as the first step. You’ll need to have a deep understanding of your customers before you can deliver personalized experiences. From there, you’ll need to make sure you have the right tools.
Adobe Experience Manager combines digital asset management and content management into a unified solution for delivering relevant and personalized experiences at just the right moments. Make the most of your content by sourcing, adapting, automating, and delivering one-to-one digital experiences across every channel at scale with the power of generative artificial intelligence.
To learn more, watch the overview video.