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CEM: "It's Time To See It As A Process...Not a Platform"

 By Tom Staniland. Metricell Commercial Director

Published On: Wednesday 31st May 2017

 

"Most CEM solutions fixate on what the customer is doing to the network... Metricell's approach is to look at what the network is doing to the customer." ~ Tom Staniland 

 

The notion of "Customer Experience" is reasonably new as a confirmed business objective, but one which has always been vital to customer attraction, loyalty and, in a perfect world, advocacy. With the advent of social media and mobile, delivering a truly differentiating cross-channel customer experience has become increasingly complicated. Years ago, a billboard or advertisement could manage product promotion and image, while the experience with the product hopefully lived up to the promises from the business and helped create a lasting relationship with the customer. 

Gartner: Defining CEM: "The practice of designing and reacting to customer interactions to meet or exceed customer expectations and thus, increase customer satisfaction, loyalty and advocacy..."Gartner

Today, it's not so simple. Brands have become increasingly multi-faceted in their presentation to the public and a positive image relies just as much on how they're seen to be prioritising customer communications and care than utilising traditional advertising alone. While it can be hugely beneficial to leverage digital avenues for care and promotion, there is also potential for back-fire, especially in the case of social media where customers are far more likely to advertise negative opinions regarding their experience than positive ones. Regardless, customer experience is an established objective with 89% of marketers now identifying CX as their key differentiator.

Over the past couple of years my conversations with customers have been increasingly dominated by the best way to implement ‘CEM’. Unfortunately, the focus is on CEM as a platform rather than a process. Which means the focus is on the network rather than the customer (same old story…).

As W. Edwards Deming once put it: "If you can't describe what you're doing as a process, you don't know what you're doing."

Most CEM systems simply don’t do as advertised – because there’s no management of customer experience involved. Instead, they’re just providing another way to look (yet again) at network data. To state the obvious, CEM needs to involve the customer!

We've looked to implement this process-driven CEM approach through our Service Checker tool. Subscribers can:

  • Check live network status
  • Register for updates about known network problems
  • Report any issues they’re experiencing

They can even save key locations and get notified about any faults or maintenance work that’s likely to impact them. This type of solution really proves its worth during major incidents, by reducing the flood of calls into the contact centre. In short, it’s a tool that helps operators to manage their customer’s experience of the network. It’s CEM that does as advertised.


Tom Staniland is Metricell's Commercial Director and oversees transformative experience management projects for mobile operators around the world. 

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