About the 12-step CEM Program

Hi Everyone,

Thanks for the numerous comments on the last blog.  Just a couple of clarifiying points to the last blog.

First, I was asked is this the right order.  Some of you have pointed that perhaps some items should be listed up top.  I think this list gives guidelines, and it needs to be modified according to the organization that you are working in.  For instance, in some organizations it may be easier to get the management to committ to CEM, while in others it may be a bigger challenge.  Hence, someone implementing these steps would modify the list according to their needs.

Second, I was asked about expereince mapping.  Basically an expereince map is a digramitical representation of the stages a customer goes through while interacting with your firm.  For some companies this starts with the advertisement that the customer sees.  Others start with the booking of the service, or the purchase process, etc.  Either way, we are looking for the interaction, and the experince that a customer may have.  More importantly we want to identify the expereince that the should have.  I’ve seen a number of tools which can be used for this purpose, so you don’t have to do it manually.

I hope this clarifies some of the issues raised.  If you would like to discuss these in more detail, you can always email me.

I have an interesting model for creating online customer expereinces, which I hope to share with you in the near future.

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