Exceeding Customer Expectations — One Experience at a Time℠
CEMDNA Playbook Strategy℠

Without customers, your organizations would not exist. Why, then, wouldn't you do everything possible to maximize customer satisfaction and loyalty?

The first step is to build a Customer Experience Management (CEM) strategy to guide you. The concept behind CEM is simple. Although most companies compete primarily on product or price, those companies that create enduring market leadership compete on customer experience. Customer complaints and compliments are one clear way to view how well your customer experience is meeting customers' expectations. A pattern of positive experiences will keep customers engaged and loyal. Conversely, a history of poor experiences will drive customers to your competitors.

Creating a differentiated customer experience that provides an excess of positive experiences and a lack of negative one requires a game plan. CRMI's CEMDNA Playbook Strategy℠ outlines the key principles and processes associated with developing and implementing a successful customer experience strategies, as well as the supporting processes and tactics.

There are 12 key components in the CEMDNA Playbook Strategy℠, divided into four major phases: MEASURE, ANALYZE, ACT and ASSESS. Your journey through all four phases will help you consistently maximize the quality of experience for customers, prospects, suppliers, partners and employees.

What exactly is Customer Experience Management, and what does it take to develop and implement an effective strategy?

Like a pilot needs a systems checklist and a navigation plan, companies need a template and process to guide them on their journey to delivering exceptional customer experiences. CEM is an approach that facilitates the identification and measurement of all the interactions and touch points a company has with its customers. Tracking these connections and moments of truth helps to ensure that each activity delivers value to the customers. This, in turn, leads to company benefits such as loyalty, repurchase, and advocacy.

The ultimate objective of a CEM strategy is to evolve your organization's DNA to the point where it is entirely customer driven. Your primary goal is to achieve total customer satisfaction. You'll only achieve this goal by raising the awareness and consciousness of all employees as to the importance of being a customer-centric organization, and by clearly communicating how each employee impacts the customer experience. Once you do achieve this heady goal, you'll have a nearly unbreakable competitive advantage. Your customer experience will work like a fence built around your customers; one that competitors will find impenetrable.

Reaching this goal isn't easy; it takes commitment—and a great deal of hard work. And there's little room for error in an environment where customers are less forgiving and more apt to switch providers. Our CEMDNA Playbook Strategy will keep you on course, allow for mid-course corrections, and help you achieve your mission of implementing a CEM strategy that has customers more than happy to keep doing business with you.