Customer experience management (or CEM) is a set of techniques or applications that provide insight into customer interactions. It’s often used to manage how a company designs customer journeys, with a view to providing a positive and efficient experience for customers and the business.  

Customer experience management technologies provide better access to a deeper level of customer information and behavioural insight, making it far easier to achieve a single view of the customer

Most organisations want to improve customer relationships to boost sales, loyalty and advocacy. 

All too often they leave it to individual employees or teams (which can make a positive difference) but the entire organisation needs to be responsible.

Technology is important because it enables more effective management and delivery of the customer experience. And when that relationship’s managed well it lasts longer and is more profitable. 

Omni-channel is essentially about the ability of customer interaction data to flow across different contact channels seamlessly. This means that if a customer has just complained about something on Twitter and then calls you, your advisors know that and can handle the call in the most appropriate way. For customers, it means they can contact you using which ever channel they choose and know you will understand who they are, why they are contacting you and be able to solve their query quickly and effectively.