Gartner Research

How to Approach Customer Experience Management


Managing the detail of customer experiences is an important part of any customer relationship management strategy. We show how to design, implement, manage and profit from a CEM program.

Published: 27 December 2004

ID: G00125606

Analyst(s): Ed Thompson Esteban Kolsky

Table Of Contents
  • Management Summary
  • What Is CEM and Why Is It Important?
    • Defining a Customer Experience
    • The Challenge of Managing the Customer Experience
    • Competing Brands Are Increasingly Similar, but Customer Experience Differentiates
    • Does Greater Customer Satisfaction Mean Greater Customer Loyalty and Profit?
    • Developing the Right Kind of Loyalty: Rational vs. Emotional
  • How Do Organizations Create and Drive Positive Customer Management?
    • Customer Experience Management: Before, During and After the Experience
    • Setting Expectations: Brand Values and Reputations Make Promises
    • Case Study: Disney Theme Parks — Car Parking, Queues and Culture
    • Designing the Customer Experience
    • Process Maps Expose "Moments of Truth"
    • Case Study: The Journey of a Business Passenger on a Major U.S. Airline
    • Continuous Improvement: Collect Feedback Across All Channels
    • Act on Feedback: Tell Customers and Staff
  • What Are the Primary Changes Required to Drive CEM?
    • Start With What the Business Controls
    • Explore the Details: Products and Services Are Experience Bundles
    • Case Study: Kaiser Permanente and IDEO Redesign the Patient Experience
    • Employees Improve the Customer Experience Most
    • Incentives for Changing Employee Behavior
    • The Frontline Customer Contact Experience: Get the Basics Right First
    • Governance: Define Responsibilities for Each Part of the Customer Experience
    • Customer Experience Metrics and Measurement
  • CEM Techniques and Technologies for Channels
    • Capturing and Improving the Experience in Face-to-Face Contact
    • Capturing and Improving the Customer Experience in Contact Centers
    • Case Study: TXU Utilities Employees Take Ownership of Complaints
    • Improving the Web Experience
    • Case Study: Package Delivery Company Migrates to the Web
  • Determining Enterprise Readiness for CEM
  • Conclusion
  • Acronym Key
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