Customer Experience Management Software

What is Customer Experience Management (CEM)?

Customer Experience Management is an approach to managing and improving an organization's interactions with its customers across all channels and touchpoints in the customer journey. The goal of customer experience management is usually to increase customer satisfaction, foster loyalty, and even encourage advocacy, by making customers feel they have a real relationship with the brand. The strategy involves treating every customer as an individual and delivering a consistent and relevant experience across all communications, including in-store purchases, website visits, customer service requests, email communications, digital ad displays, social media channels, etc.

The process usually involves constantly gathering customer feedback, maintaining a single profile or source of data on each customer, and delivering a personalized experience in each channel based on that data.

What are Customer Experience Management Platforms?

A CEM platform generally involves a suite of capabilities, including a mechanism for collecting and consolidating customer data analytics as well as customer feedback, and a mechanism for delivering the right content to the customer based on that data. The platform may include the full suite of capabilities, or achieve it through integration with point solutions such as A/B testing and personalization tools, web content management systems, product recommendation engines, tag management systems, voice of the customer tools, customer data platforms, data management platforms, customer relationship management systems, usability and UX testing tools, walkthrough software, etc.

Many software vendors are moving toward Customer Experience Management from a different starting point. The term is used by vendors who are more focused on collecting, listening to and analyzing customer sentiment, such as Clarabridge and ForeSee; vendors who are focused on content delivery, such as Adobe Experience Manager; vendors who are focused on understanding visitor sessions, such as IBM Tealeaf; and vendors who started as A/B testing and personalization tools, such as Qubit. Some live chat and help desk vendors also use the term customer experience management, but have only included those that work across multiple channels, or use customer behavior/segment information to personalize help content.

On the TrustMaps above, products fall into these categories. Thus they are not all directly comparable feature-wise; rather they represent different approaches to improving the customer experience.

• A/B Testing and Personalization: Oracle Maxymiser, Qubit, Evergage
• In-page Web Analytics: IBM Tealeaf, ClickTale
• Content Management: Adobe Experience Manager, Magnolia V5+, MindTouch
• Help Desk/Self-Service: Oracle Service Cloud, Zendesk, MindTouch
• Survey & Form Building: Qualtrics, Satmetrix

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