Customer Experience Management

Satisfied customers equal enhanced business. Now is the time to unveil the secrets to achieving happy customers.

Customer Experience Management (CEM) is the practice of designing and responding to customer interactions to meet or surpass customer expectations, leading to increased customer satisfaction, loyalty, and support. Any business’s success story starts with customer satisfaction. That’s why creating an effective customer experience management strategy is so crucial.


“The customer experience is the next competitive battleground.” – Jerry Gregoire.


Customer Experience Management (CEM) is a series of activities carried out by a company to ensure a seamless customer journey. The process includes a variety of activities, such as gathering customer feedback, tracking customer interactions, and analyzing behaviors to improve customer experience.


Fostering A Favorable CX Management

The customer experience is often the cornerstone of a company’s competitive advantage. Providing the utmost customer satisfaction throughout their journey with your brand can help you gain a bunch of loyal customers.


Customer journey describes how users move from one touchpoint to another, and by identifying one, it can be analyzed to reveal critical opportunities and obstacles. Using this information, you can plan future investments in your products and services. Check out our detailed blog on Creating a Retail Customer Journey Map.


Five Stages of the Customer Journey



A customer discovers your brand for the first time at this stage of the customer journey.



Here is where the customers do their research and compare the brands to choose one. Brand awareness plays an important role when it comes to consideration.


The Sale Process

The customer comes to a conclusion and takes action to purchase the brand. Hence, all the payment processes and other delivery processes happen at this phase.


After-sale Process

Your role doesn’t stop after the customer places an order. Therefore, it is your responsibility to know how satisfied the customers are with the purchase.


Retention & Referral

Happy customers are more likely to continue using the brand and also share it with their friends and family. This can draw in more customers with zero to no marketing efforts.


Why CXM and CRM are often misunderstood as the same?

The ultimate goal for both CRM and CXM is to make customers persist in recurring purchases. But, the steps they undertake to do so are what create the difference between CRM and CXM.


A customer relationship management system is primarily focused on the sales squad. In contrast, customer experience management software (CXM) functions as an extension of your customer relationship management (CRM) system, which is devoted to your sales, marketing, and customer support departments.


Make data-driven decisions using SuveySparrow

Customer experience metrics involve gathering data from customers at various touchpoints and analyzing it to gain valuable insights. Thus, this will help in enhancing customer experiences by meeting all customer expectations.


Customer Satisfaction Score (CSAT)

CSAT measures customers’ happiness with the product/service at various touch points. Indeed, having satisfied customers leads to more sales and more referrals. A conversational CSAT survey from SurveySparrow boosts survey completion rates by 40%.

Customer Satisfaction Survey
Net Promoter Score (NPS)

The main purpose of NPS is to measure customer loyalty by asking customers how likely they are to recommend your company to others. SurveySparrow helps you continually improve your net promoter score by collecting NPS data efficiently from customers and providing rich insights.

Net Promoter Score

Customer Effort Score (CES)

CES measures the efforts that customers put into using your product/ service. However, higher-effort products are rarely repurchased, making CES a crucial success metric. A 7-point Likert scale ranging from ‘Very Difficult’ to ‘Very Easy’ or ‘Strongly Disagree’ to ‘Strongly Agree is used to calculate customer effort scores.

Customer Effort Score

Discover the top advantages of CEM that will revolutionize your business

Are you still wondering what CEM can do for your business? Well, it showers endless benefits right from revenue generation to business stabilization.


Enhanced Customer Engagement

Building a good customer rapport right from the beginning retains the existing customer base and helps attract new customers as CEM tracks every detail of the customer throughout their journey. Consequently, any setbacks can be detected immediately. This consequently improves customer engagement.


Increased Customer Loyalty

Loyal customers stay with the company for a more extended period. These are the customers who are more likely to purchase high-margin products or services. Therefore, a customer-centric approach increases customer loyalty and prioritizes customer needs.


Higher Conversion Rates

Customers will return to your product or service if they have a seamless customer experience. So, understanding and resolving any customer queries immediately and providing personalized assistance will vastly improve the conversion rate.


Prominent Brand Presence

Customer Experience Management is a quick and effective way to attract and retain more customers to your business. Subsequently, this helps you to stand out from the existing competitors and creates increased brand awareness in the relevant niche.


Cuts down the expenses

Retaining the existing customers scrape down the massive expenditure of onboarding new customers. Winning loyal customers will eliminate the need for extensive marketing efforts and cuts down expenses. On the other hand, happy customers will take over the role of bringing in new customers by referring to their friends and family.


Leveraged Revenue

Any business’s ultimate goal is to generate more income. CEM drives the company to be more customer-centric and serves to be more profitable. An effective customer experience management system results in revenue growth due to reduced churn rates, higher conversion rates, decreased expenses, and so on.


Unlock the Potential of Customer Experience with These Stellar Features

Customer Experience Management is competitive but doesn’t have to be complicated. SurveySparrow’s feature-filled CEM software uplifts your business to another level.


Multi-channel customer feedback collection

This allows businesses to gather customer feedback through different channels such as email, social media, and surveys.


Analytics and Reporting

SurveySparrow’s CEM software allows businesses to analyze customer feedback and generate reports to understand customer sentiment better and identify improvement areas.


Case management

This feature allows businesses to track and manage customer interactions and complaints and to ensure that customer issues are resolved promptly and efficiently.



As it is a 100% customizable platform, businesses can personalize customer interactions, such as targeted reports and emails, based on the company’s color theme.



CEM software can be integrated with other business systems such as CRM, helpdesk, and marketing automation to provide a holistic view of the customer experience.



Some CEM software includes automation capabilities that enable businesses to automate repetitive tasks such as sending follow-up emails or notifications to customers.

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Easy to understand

A user-friendly UI/UX design makes it easy to understand the platform easily and allows you to make the best use of all the features. As it is a low-code platform, anyone with no technical background can also make the best use of the platform so easily.


Reasonable Pricing

If owning CEM software empties your wallet, you must reconsider the purchase. Since customer experience requires continuous monitoring, a CEM platform becomes an integral part of the business. Thus we have covered all your surveying needs within the budget.


Round-the-clock support

Our keen and committed support team is all set to clear out all your queries and resolve issues instantly. Certainly, this will make it easier for you to use the tool smoothly, provide better service to your clients, and have a positive experience yourself.


Proven Techniques and Winning Strategies for Unbeatable Customer Satisfaction

Even gaining a previous reputation for providing positive customer service does not guarantee future success. So, what should you do? Having a clear understanding of Customer Experience Management and following several proven strategies will help you keep your customers stick to your brand.


Develop a vital CX Vision

Create a defined vision that depicts how your company has decided to serve its customers. List out all your future goals and compose a compelling piece of content that puts all the primary goals of your company in one place. This aims not just to help your customers better understand your brand but also to set a common organizational goal internally.


Know Your Target Audience

Do extensive market research to understand your customer demands. Consequently, this will let you define your vision in the right direction and attract more customers from relevant niches.


Create a Real-time Feedback Process

Throughout the customer journey, make sure any customer pain points are immediately addressed and constantly collect customer feedback. There is no one better to spot the setbacks of your product or service than the user itself. So collect and analyze the feedback results to develop new ideas that can create a smooth customer experience.


Develop a Regular Employee Feedback Process

To promote a healthy work atmosphere and drive all your employees towards a common goal, constantly conduct employee feedback. Additionally, this will facilitate hearing about any problems they are having or any ideas they come up with.


Overcoming the top challenges in managing Customer Satisfaction and loyalty

Customer-centric company culture

A great challenge for any company to create an effective CEM is to drive all the departments and teams toward the common goal of achieving the utmost customer satisfaction. And so, to win the situation, a company should understand all the market needs and customers’ pain points. By sharing the collected Customer experience data with all the individuals in the organization, you can create a customer-centric work culture and eliminate organizational silos.


Lack of Personalization in Customer Interactions

Customers get more connected to personalized responses in real-time. Therefore, this requires a robust system that helps you manage all the data in one place and address every interaction in real-time.


Lack of omnichannel experience platform

In recent times, most businesses have been enhancing their customer experience in order to stay ahead of the competition. Omni-channel personalization is one of the most promising approaches where the customers are delivered personalized experiences across various channels.


Data challenges

Customer data is the key to understanding customer demands. Therefore, it is important to regularly collect customer data through constant feedback and analyzing the results. There are chances of receiving bad-quality data, which may muddle up your track. So filtering out the data and keeping it organized is one of the primary challenges.




CXM and CEM imply the same- customer experience management. Customer experience management is simply well thought-out set of activities to decode customer expectations and deliver it thereby improving the overall customer journey.
On a holistic view, you can optimize your customer experience management by listening to your customers by collecting feedback, acting on it to proactively serve them, and ensure to close the loop always.
The primary objective of customer experience management is to improve the overall experience each customer has with a brand. It is a strategy to understand customer perception, gauge customer loyalty, and put action plans in place to improve the CX gaps.
Customer experience is any measure adopted by a company to deliver a meaning experience to each customer- before and after sales. These strategies are pivotal to deliver a smooth and personalized customer experience.

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