What Is Customer Experience Management & Why It Matters?

Oct 31, 2023 11 min read

Are you ready to take your customer interactions to the next level and create an unforgettable experience for them? Look no further than customer experience management (CEM).

CEM actively shapes the customer journey and exceeds customer's expectations to foster loyalty and satisfaction. It's not just about tools and software but a holistic approach to understanding your customers and using that knowledge to improve every customer interaction.

Imagine building detailed profiles of your customers and using that information to empower your team to deliver personalized, real-time customer service at every touchpoint. Join us as we guide you through the exciting world of CEM and show you how to take your customer experience to new heights using customer experience management.

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What Is Customer Experience Management?

Often referred to as CXM or CEM, customer experience management aims at working towards customer interactions to meet or exceed their expectations, thus increasing customer satisfaction, loyalty, and advocacy.

A customer experience management mindset prioritizes the personalization of the complete end-to-end customer experience. It helps to achieve this at scale in real-time and on any channel.

CXM is an approach to building relationships with customers that goes beyond marketing, intending to achieve a digital transformation that puts customers at the center of the business.

Customer Experience Management

Image Source: SuperOffice

How Is CXM Different From CRM?

Used to nurture long-term relationships with customers Used in the after-sales process and includes taking feedback from customers and maintaining a healthy relationship
Tracks a customer's view of your brand Tracks your brand's view of the customer
Focuses on using quantitative data analysis to understand customers in terms of statistics, trends, and patterns Emphasizes the importance of understanding customers through qualitative data and across the full customer lifecycle
Aims to improve operational efficiency and drive profitability by providing insights that can improve customer service across different channels Aims to drive profitability by prioritizing customer engagement and experience

4 Benefits You Can Draw Out Of Customer Experience Management

Achieve A Deeper Understanding Of Customers

CXM provides a comprehensive understanding of consumer behaviors and preferences. It enables the delivery of highly personalized and relevant experiences, which leads to increased conversions.

Drive Customer Loyalty And Retention

Customer experience management aims to create personalized customer journeys and more profound relationships through intelligent service, advanced marketing automation tools, tailored product recommendations, and loyalty incentives.

Maintain A Competitive Edge

Customer experience management enables businesses to take their operations game to the next level by reducing customer churn, boosting customer satisfaction, and winning the hearts of more and more customers with cost-effective solutions and offers, all while maintaining the budget.

Measure The Success Of Initiatives

CEM gives businesses an upper hand by providing an in-depth understanding of customer engagement. It achieves this by gathering and analyzing vast amounts of data, thus empowering businesses to make data-driven and customer-focused decisions.

4 Proven Strategies For Effective Customer Experience Management

Understand And Segment Customers

Unlock the full potential of your customer experience by delving deeper into the needs and wants of your target audience. By segmenting your customer base into specific groups based on factors such as age, spending habits, and pain points, you will be able to pinpoint problem areas of your customers and prevent churn.

But why stop there? By creating unique customer profiles, you can take your customer segmentation strategy to the next level and use advanced analysis techniques to tailor your products and strategy to serve each customer demographic in the best way possible. This is the ultimate key to making your customer experience truly exceptional.

Understand And Segment Customers

Image Source: FourWeekMBA

Personalizing Experience And Creating Emotional Connection

Imagine a world where your customers are not just satisfied but emotionally invested in your brand. By taking a personalized approach to each customer, you can create a deep connection that will lead to lifelong loyalty.

To achieve this, you need to understand your customers deeper by gathering data on their demographics and the context in which they make purchases. Whether they are a corporate buyer buying for their home, or treating themselves to a luxury item, the key is to tailor the customer journey to their specific needs.

The end goal is to create a detailed customer persona that can guide customer service and other teams in addressing any issues that may arise. By fostering this emotional connection, you will retain customers and turn them into brand advocates who will spread the word about your product or service.

It's a win-win situation for both the brand and the customer. Measure the success of your personalization efforts by monitoring brand sentiment, also known as brand health, and see the difference it makes.

Personalizing Experience And Creating Emotional Connection

Image Source: Stitch Fix

Omnichannel Consistency And Cross-Team Communication

Creating a seamless customer experience is not just about collecting data but also about how that data is shared and understood across teams. By centralizing customer interactions and making them easily accessible to all teams, you will be able to deliver a consistent brand experience no matter how your customers choose to connect with you.

But that's not all; to take your CXM approach to the next level, it's essential to establish a common language and understanding among different team members by standardizing and emphasizing the different aspects of customer data.

This will allow your teams to communicate effectively with each other and provide a consistent and omnichannel experience that will delight your customers. So, unite your teams and let them work together to deliver an unparalleled customer experience!

Interesting read: Why Omnichannel Marketing For eCommerce Is Essential

Improve And Actualize Customer Feedback

Truly understanding your customers starts with listening to their feedback. By paying attention to customer feedback gathered from multiple sources and analyzing it for future results, you can improve your CXM. But for many businesses, this requires a comprehensive overhaul of their Voice of Customer (VoC) programs and implementing a more compelling listening approach.

VoC data collected from customer service interactions, survey responses, and other sources is often abundant but underutilized. This leads to a gap in the customer experience.

But don't worry; you can quickly bring your customer feedback listening up to speed and bridge the gap between you and your customers by automating your customer feedback system with intuitive tools. So, tune in to your customer's needs and wants and let the power of technology help you create a truly exceptional customer experience.

Voice of Customer (VoC)

Image Source: Object Edge

6 Steps To Build A Customer Experience Management Strategy

Step 1: Understand Your Customers

Unlock the secrets to understanding your customers and prospects using sophisticated market research techniques like Customer Choice Analysis. This will give you actionable information beyond demographics and observable behavioral data, which can be used to segment your audience and map common experiences in customer journey maps.

Step 2: Define Relevant Objectives

Define clear objectives with measurable KPIs and target levels. Ensure that the objectives you set are both economic and behavioral as this will provide a foundation for meticulous business control.

Step 3: Design Differentiating Customer Experiences

By including internal staff, external partners, and customers in the design process, you can design differentiated customer experiences. Use co-creation techniques to ensure that target experiences are tailored to each targeted customer segment.

Step 4: Build Up Internal Capabilities

Create a roadmap covering processes, structures, personnel, knowledge, skills, technology, tools, information, and culture to build internal capabilities in order to ensure that your business is equipped to deliver the targeted customer experience.

Step 5: Structure Customer Relationships

Structure customer relationships by creating a playbook that covers how the relationship with your customers will change, which customer-facing processes you need to adapt, what information and sales channels can be used, and how communication with customers can be handled.

Step 6: Measure And Adapt

Monitor the success of your objectives and take corrective action when necessary to ensure that the customer experience is always improving.

Top 6 Customer Experience Management Tools



Statusbrew is a comprehensive social media marketing that helps businesses manage their social media presence, improve customer engagement, and gain valuable insights into customer behavior. Here are some notable customer experience management features of Statusbrew:

  • Unified inbox management: Provides an organized inbox where businesses can manage their DMs, social comments, and reviews in one place.

  • Scheduling and automation: Allows scheduling social media posts in advance and automating tasks such publishing content.

  • Social media management: Businesses can manage multiple social media accounts from one dashboard, including publishing, scheduling, responding to comments, and tracking performance metrics.

  • Analytics: Provides in-depth analytics on social media engagement, reach, and audience demographics with 230+ metrics.

  • Customer service: Statusbrew has a robust customer service feature that allows businesses to track and manage customer interactions and assign team members to handle specific customer interactions.

  • Social media listening: Allows businesses to monitor mentions of their brand, competitors, and industry keywords across various social media platforms.

  • Notifications: Statusbrew gives you the flexibility to get notified of almost every interaction with your customers on your preferred channel, allowing you to take quick actions.

  • Collaboration tools: Has built-in collaboration tools to facilitate communication between team members and approve content before it is published.

Book a free demo to explore the platform!

Try Statusbrew

Adobe Experience Manager

Adobe Experience Manager

Adobe Experience Manager (AEM) is a powerful platform that is your one-stop-shop for understanding and managing your customer's journey, from website and app usage to digital asset management and content distribution across multiple channels. You can personalize your brand, product, or service for each customer, based on their device, for a truly tailored experience.

AEM simplifies the process of distributing your content across various channels, making it easy to connect with your customers in a meaningful way. With this customer experience platform, you will have the insights you need to take your customer experience to the next level and leave a lasting impression.



Do you want to understand your customers like never before and deliver truly exceptional experiences? Look no further than Clarabridge, the ultimate customer experience management platform. You can analyze every customer interaction, from voice to text, and understand customer sentiment with Clarabridge.

Using text analytics and natural language processing, this cx software gives a 360-degree view of customer feedback and allows you to take action in real time. In Clarabridge, you can transform customer feedback into actionable insights with easy-to-use dashboards, reports, and alerts. Clarabridge makes it possible to identify and address negative customer experiences quickly in large-scale contact centers.



Khoros is a comprehensive solution to get an actionable view of your customers and create an amazing customer experience. Khoros CX Insights provides a single view of all your customer conversations and comments and classifies the data for comprehensive CX analysis.

Here are the top features offered by Khoros:

  • Customer Engagement Platform: An omnichannel platform for enterprises to handle customer questions and inquiries.
  • Contact Center: Allows for customer support efficiency, automation, and operational insights.
  • Social Media Management: Offers content management, publishing, and governance.
  • Social Listening: To understand social trends.



Sprinklr is a powerful customer experience platform that is massively used by many large businesses to market, advertise and research. The top features of Sprinklr include the following:

  • Modern Engagement: A social media management solution allowing businesses to manage their social media activities across 35 channels.
  • Modern Marketing: A content solution allowing businesses to deliver the right content to their audiences and the right time.
  • Modern Advertising: A campaign management solution
    Modern Research: A research tool allowing businesses to measure brand equity metrics.
  • Modern Care: A customer service solution allowing businesses to scale their customer care.



Zendesk empowers businesses to build an effortless customer experience. Zendesk provides complete flexibility to customize your customer support solution with advanced workflow capabilities, ensuring that the customer support tickets go to the right agents with the knowledge required to solve the customer problem.

The top features of Zendesk are:

  • Ticket routing
  • Native integrations
  • Live chat software
  • API
  • Knowledge base
  • Self-service portal
  • Tracking and reporting
  • Automation
  • Community forums

How Can Businesses Choose The Right CXM Software?

When choosing the right customer experience management (CXM) tool for you, here are several important factors to consider:

  • How will team members collaborate with other stakeholders working on other customer communications in other stages of the customer journey?
  • Features provided to address customer inquiries quickly.
  • How will the tool analyze customer data and present it to you in the best possible way to understand every aspect of the customer journey?
  • Your brand's goals for collecting feedback and the features required to achieve them.
  • The types of surveys offered by the tool.
  • The channels through which surveys will be distributed to your customers, such as email, web, or in-app.
  • The ease of setup, implementation and integration.
  • Ability to integrate feedback data with your existing tools, such as Zendesk.

Get Ready To Implement An Agile & Responsive CXM Strategy

In the current fast-paced startup environment, adapting and responding to change is crucial for any business to thrive and survive. Customer experience management provides a framework for doing just that by placing the customer at the center of all decisions and continuously working to improve the overall customer experience.

Mastering CXM not only helps you become more customer-centric but also more agile and responsive to the ever-changing business landscape. As CXM becomes ingrained in the cultural DNA of your business, the sky's the limit for the level of success and customer satisfaction you can achieve.

Are you ready to take your customer experience to the next level and stay ahead of the curve? Follow our guide to customer experience management and watch your business soar!

Start managing your customer experience with ease on socials using Statusbrew with unified inbox management, collaborative customer service & social listening features. Book a free demo to learn how we can help!

Try Statusbrew

Statusbrew is an all-in-one social media management tool that supports Facebook, Instagram, WhatsApp, Twitter, LinkedIn, YouTube, and even Google My Business.

FAQs (Frequently Asked Questions)

Here are some commonly asked questions about customer experience management:

What is customer experience management used for?

Customer experience management is used to improve customer satisfaction, loyalty, and advocacy.

What are the 3 main components of customer experience?

The three main components of customer experience include:

  1. Discovery (how brands contact their customers)
  2. Engagement (how customers interact with the brand and its products or services)
  3. Delivery (how quickly and consistently is your brand delivering its products or services as well as the support to your customers)

What are the benefits of a CXM tool?

Using CXM tools help to increase consumer engagement, improve crisis management, keep an accurate track on customer journey and individual customer experiences.

Rushali Das

Rushali is a content writer at Statusbrew. She is fond of writing content that compels people to slow down and look more closely to discover the unknown stories.

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