Gartner Research

How to Approach Customer Experience Management

Published: 27 December 2004

ID: G00125606

Analyst(s): Ed Thompson , Esteban Kolsky

Summary

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.

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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