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Customer experiences are important to most organizations. According to CSM, an e-magazine for customer service professionals, the average dissatisfied or "wronged" customer will tell eight to 16 people about it. Customer experience managers exist to help their organizations ensure interactions with customers are of high caliber.
Customer Experience Management
Customer experience management, or CEM, is a collection of processes that organizations use to track, oversee and optimize all customer interactions. CEM is an efficient way to manage the customer "life cycle," which includes all the steps customers go through when interacting with organizations. The major goal of CEM is to foster customer loyalty through high-quality interactions at each step. Customer experience managers are the people responsible for improving the experiences customers have with organizations, with the goal of increasing customer satisfaction.
Customer Experience Responsibility
A customer experience manager's major responsibility is to increase the loyalty customers have to the manager's organization. Typically, a customer experience manager must make use of three disciplines to improve customer experiences: customer loyalty management, customer relationship management and customer value management. CLM maximizes customer loyalty while CRM is the strategy of managing all of an organization's interactions with customers. CVM is how an organization manages each customer relationship to achieve maximum lifetime profit from the entire customer base.
Customer Experience Duties
Customer experience managers regularly assess how an organization's sales, marketing and service departments work together to deliver seamless customer service. Normally, CEMs work with their organizations' customer or client teams to continually understand, define and then refine the customer base. CEMs frequently employ a variety of analysis tools such as best practice surveys to improve customer experiences. CEMs gather customer feedback, analyze it and then design specific practices organizations can put into place so that their customers benefit while profits also improve.
Qualifications and Pay
Typically, you'll need a baccalaureate or even a master's in business administration to find a position as a customer experience manager. Many organizations also want CEMs to have a minimum of five years' experience in marketing, customer service and analysis of customer data. CEM candidates may also need to have a consulting background to be competitive for employment. According to PayScale, the average salary a customer experience manager earns is $55,107.
Tony Guerra served more than 20 years in the U.S. Navy. He also spent seven years as an airline operations manager. Guerra is a former realtor, real-estate salesperson, associate broker and real-estate education instructor. He holds a master's degree in management and a bachelor's degree in interdisciplinary studies.