Defining CEM through principles

Posted by Margot McComb on August 31, 2010

0 comments | 1111 reads

During my research I found that many of my interviewees defined Customer Experience Management in their organizations using principles….. and so I began collating and grouping CEM principles and over a few months had a list of over 800 CEM principles. I find that principles provide a great foundation for defining, explaining and operationalizing customer experience management. Below are my top 25 – let me know what you think and what you would add?

My top 25 CEM principles:

CEM Principle #1: Leadership should be actively and continually involved in CEM efforts

CEM Principle #2: Leadership should keep looking for new ways to maintain enthusiasm around CEM efforts

CEM Principle #3: Make CEM one of the companies top priorities

CEM Principle #4: Have a clear and well communicated strategy

CEM Principle #5: Develop trust relationships with your customers

CEM Principle #6: Consider the functional AND emotional value you are providing to your customers

CEM Principle #7: Always deliver on your promises

CEM Principle #8: Reinforce your brand with every interaction

CEM Principle #9: Consider customer experience beyond marketing communications

CEM Principle #10: Find ways to meet customer needs not only deliver product features

CEM Principle #11: Know what drives customer purchases

CEM Principle #12: Employees need to be motivated, competent and innovative

CEM Principle #13: Reward and recognize customers for delivering excellent customer experiences

CEM Principle #14: Align key performance indicators with customer experience

CEM Principle #15: Engage employees in the customer experience process

CEM Principle #16: Provide employees with the right tools to deliver good customer experiences

CEM Principle #17: Think about segmenting customers by their needs

CEM Principle #18: Use customer segmentation to predict behavior

CEM Principle #19: Document customer experiences across touch points

CEM Principle #20: Have an integrated view of the customer across systems

CEM Principle #21: Know and understand all customer touch points

CEM Principle #22: Segment and prioritize customer touch points

CEM Principle #23: Find ways to measure customer experience

CEM Principle #24: Love customer complaints

CEM Principle #25: Embrace customer complaints

Republished with author's permission from original post by Margot McComb.

Margot McComb

Margot McComb has a number of years experience in the IT and customer services industry. Having recently completed an extensive MBA research report on customer experience practice, Margot continues her research to expand CEM models and work as a customer experience consultant providing CEM assessments and strategy design.

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