(This post was co-authored by Megan Burns and Andrew McInnes so appears on both of their personal blogs.)
Customer experience management (CEM) has become a marketing buzzword for technology vendors as of late. While this isn’t surprising given the current energy around customer experience in general, it is a problem. Here’s why:
Customer experience management is a discipline, not a technology. To truly manage customers’ experiences, an organization must understand its customers’ needs, how it intends to meet those needs, and how it is currently performing. It must also have people, processes, and tools in place to use that insight in order to design and deliver the right experiences and continuously improve them over time. Vendors that currently claim the CEM name (Adobe, Medallia, RightNow, Tealeaf, and others) help clients with various aspects of the management process like experience insight and delivery. But they can’t replace the overall discipline and activities required for a company to get customer experience right.
For the past five years, I’ve been leading Forrester’s research on measuring customer experience. With the recent explosion of interest in customer experience overall and the perennial popularity of metrics as a topic within that space, we’ve decided to expand the team that covers it.
I’ll continue to write reports about general measurement best practices and how to apply them in an enterprise-level experience measurement program. My colleague Adele Sage is adding to that body of work by exploring how the latest experience measurement theory applies in digital channels like Web, mobile, tablets, and whatever new channel they dream up next. And in fact, she just published her first two reports in this research stream:
Earlier this year, I ran a workshop designed to help customer experience professionals get a jumpstart on the process of transforming their organizations to be more customer-centric. We got great feedback from that session, so we've decided to run it again on September 20 at Forrester's brand new headquarters in Cambridge, Massachusetts.
As before, this will be a one-day workshop that starts with an overview of the state of the practice in customer experience today and then takes attendees through our latest research on how to:
Choose the right customer experience strategy for your company.
Build a world-class voice of the customer program.
Generate active executive participation in customer experience programs.
Transform your company culture to be more customer-centric.
I’ll share what’s working inside real companies and lead a series of exercises designed to help attendees benchmark their own firms against best practices. At the end of the day, we'll put it all together into a set of customized, actionable steps designed to jump-start your customer experience program.
This session will be an educational, interactive, and entertaining way to figure out how to start turning your organization into a customer experience powerhouse. For more information and a detailed agenda, please visit the event page for this workshop. I hope to see you in Cambridge!