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What is customer experience management?

10 min read
You may be on board with the idea of customer experience, but how do you put CX improvements into practice? Here’s a look under the hood of a CX management platform, including all of the practical details to look out for when you’re choosing a system for your business.

What is customer experience management software?

Customer experience management software is technology that helps you manage your organization’s interactions with customers, both current and potential. The system acts as a record of interactions across all your customer-facing touchpoints: organizing, automating and synchronizing them so that you can service all your existing customers and respond quickly to issues and new business.

It should also enable you to take direct action in response to what your experience data is telling you. This might be through a ticketing and notifications system that alerts the relevant people about problems or questions, or by closing the loop with customers by contacting them directly, wherever they’ve fed back to you.

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Why invest in customer experience management software?

Three reasons – volume, speed and complexity. If you want to do CX well, you need to be able to master all three at the same time, and the right software can get you there.

CEM Customer experience management involves a huge quantity of information that must be managed and acted on 24/7. What you learn from your CX program must be turned into action and used to make positive change, often in a very short timeframe. In addition, doing CX well means working across a broad range of business areas, from customer service to logistics to marketing.

Having a dedicated CX management platform in place gives you the means to bridge across those silos and connect the right people to the right information at the right time in a strategic manner, leading to increased revenue and happier customers.

Customer Experience Study – ROI of customer experience in 2021

What to look for in a customer experience management platform

A customer experience management (CXM) platform is important for any business, with the potential to transform every aspect of your operation. Here are some features and capabilities to look for when choosing one.

Omnichannel customer experience data collection

Wherever customer experiences are happening, that’s where you need to be listening.

The right software will provide you with tools to set up listening posts in all the right places, be it on your website, on social media, owned or third-party apps, or in physical locations.

Your software should be set up to gather customer feedback through a variety of methods from web and SMS surveys all the way through to Interactive Voice Response (IVR) and live chat modules.

All these feedback channels should track back to the same centralized system, giving you a meaningful overview whenever you need it.

Centralized, intuitive data storage

A good customer experience management platform stores all your customer information in one place, with real-time updates that are easy to share with your various teams.

You should be able to see a history of your interactions with customers from their behavior (such as purchase or contact) to how it made them feel (customer feedback), revealing where you got customer service right, and where you maybe got it wrong.

Your CXM software is a repository of interaction and experience data about each of your customers that makes future interactions smoother, easier and more personalized.

At the same time, it’s a macro-level data source that helps you see trends and patterns in your business as a whole, across large numbers of customer interactions.

Helpful dashboards

Customer experience management software will usually show your customer feedback and CX data in the form of dashboards. These provide a single view of what’s happening whether it’s your NPS score or a real-time view of the key trends in customer feedback.

The most advanced systems offer customizable, role-based dashboards. Not everyone in the organization needs the same data, so it’s helpful to be able to control who sees what. For example, your logistics team can’t make use of the latest comments from your website satisfaction survey, while call center agents won’t be interested in the NPS score for your retail stores.

By customizing which data is available to people in different roles, you’re able to show people the metrics that matter most to them, so they know where they can make an impact.

By the same token, leaders and high-level staff can use the dashboard system to take a high-level view of organizational activity and make connections and discoveries about how activity across different roles and systems are interacting with one another.

eBook: 16 ways to capture and capitalize on customer insights

Analysis tools for customer experience data

Most platforms will include some level of analytics capability – after all, few organizations have a team of data scientists that can help the company understand what the data means.

When choosing your software, think carefully about how you’ll use analytics tools and what kinds of benefits they offer your business. Are they simply crunching the numbers to tell you what’s happening, or do they go a step further and offer predictive and deductive insights to help you plan and take action?

Here are some analytic capabilities to add to your wish-list.

  • Statistical analysis
    From simply relating one variable to another (e.g., how is NPS affected by call waiting time?) to a multivariate regression that takes hundreds of competing variables and models to understand the precise impact of each one, statistical analysis can help you turn hunches into known facts backed by statistical significance.
  • Text analysis
    Natural language data is time-consuming in small quantities and impenetrable in large ones. AI powered text analysis technology takes open-text responses and automatically sorts and analyzes them so you don’t have to wade through them all. There are different levels of sophistication here, from those that identify topics to those that analyze sentiment so you can see which topics are spoken of in positive or negative terms. See how Text Analysis works.
  • Key driver analysis
    Key driver analysis identifies underlying relationships to uncover the most important drivers of a particular metric, such as NPS or revenue, so you can see which areas to focus on. It can also help you understand consumer motivation and pinpoint the most important factors leading a customer to convert. A use case from this analysis can include knowledge of customer journeys, profiles, and groups.

Action based on your data

Having data is one thing, but doing something about it is quite another. What if your customer experience platform not only turned data into insights, but gave you the ability to automate actions based on them?

The most successful organizations go a step further than simply collecting and analyzing customer feedback and using it as a basis for action. A state-of-the-art CX management platform enables businesses to respond to customers directly, right from within the system, without having to lift a finger.

Ticketing, alerts and automated actions take the effort out of your hands. Rather than having to think about who needs to do what, and when, you can set the parameters in advance so that your CXM system carries out tasks like following up with dissatisfied customers, or checking in with customers at moments that matter.

All of this can happen within the same platform where you’re collecting feedback and managing customer contacts, so you can track customer feedback from survey response all the way through to resolution, combining the efficiency of automation with the personal care and attention that makes for a great customer experience.

Integration with other tech

Customer feedback isn’t the only data your organization has – you probably also have access to website analytics, CRM systems like Salesforce, and even HR and finance data. Most of these platforms have APIs which allow you to send the data to other systems.

Being able to integrate them into your CX platform can be a huge benefit, as you get better visibility of the customer experience and its impact on your business.


Take website analytics for example – you may be seeing an increase in people abandoning their cart, but it’s hard to identify why when you’re looking only at the analytics data. But combine it with customer feedback and you can drill down to see what customers are saying, so you can quickly and easily see the impact.

Integrating your data is a great way to get a ‘one customer’ view – you can tie feedback to contact records and start to tie your CX metrics into operational metrics like win-rate and revenue to really understand the impact of your customer experience on the bottom line.

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