The twin mantras for CEM seem to be that Good Manners Cost Nothing and Learn to Walk Before you can run. The best practice with CEM then, is to carry out the easiest and cheapest routines, because they bring about the best return on investment.
It’s surprising how effective that thoughtfulness can be,” says Heaps. Confirm action that you have taken, tell people that they are due a refund.
“Most of the time it’s the really simple stuff that works. Users of any such system can tend to get over ambitious without any certainty that what they are attempting will have any payback. Like many aspects of digital marketing, there are loads of features and it’s still an imprecise science.
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This simple approach could be the basis a developing best practice code for using CEM, says Heaps. It’s better to pre-emptively send a message to a customer to warn them against a service disappointment, than it is to make them suffer the indignity of a call centre. The longer a problem goes unanswered, the deeper the resentment will be. By monitoring the network and understanding the events and how they affect that customer, you can nip any grievances in the bud before they are allowed to fester. But CEM goes further because it is pro-active, whereas CRM was an after-the-event response. Both CEM and CRM have been used to cover a multitude of sins, says David Heaps, the senior vice president of corporate strategy at CSG International. That creates a sort of cross over function with customer relationship marketing (CRM). It’s not just a defensive mechanism, he says, it’s also about tailoring a better service offering. “Astellia is receiving more and more requests for proposals for CEM, which reflects the increased commitment and investment in the technology,” says Van Haetsdaele. These aren’t just from large CSPs either, as the midsize and smaller operators are starting to investigate how to measure and monitor experiences and understand the reasons for customer defection. This is why CEM systems, which have been maturing for a decade, have rapidly gained importance in the last few years and moved up the priority list for many mobile operators, according to Eric Van Haetsdaele, Astellia’s global solutions marketing director. By the same token in western Europe price is far from the most important lever and performance is the most important criterion for choosing a network. In India, subscribers carry multiple SIM cards, and instantly switch their custom to a different network if reception is not good. However, customer experience management (CEM)seems to have started from a more realistic standpoint. The complex psychology involved in customer relationship management (CRM) is probably too difficult to conceptualise in an automated system. Relationships and accepted practices between buyers and sellers differ across age groups and nationalities.
It is a constant work in progress because demographics are incredibly complex and public tastes are constantly shifting. Given the vagaries of public preferences, managing customers must be regarded as a craft that constantly needs to be honed and refined. Customer experience management systems have enormous potential – but make it a policy to get the simple things right first, writes Nick Booth
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