Customer Experience Management (CEM)
Customer Experience Management (CEM) is the discipline of managing every customer touchpoint – not just the obvious ones – so each interaction adds up to a positive overall experience.
The customer experience is the sum of every contact point, from first awareness through post-purchase support. That means CEM depends on designing primary customer-facing processes and the internal support processes behind them together – an order can ship perfectly, but a clumsy returns process still wrecks the experience.
In practice, CEM means mapping the end-to-end journey, aligning processes to customer needs, and measuring outcomes with metrics like NPS, CSAT, first-contact resolution, and complaint rate – then feeding what you learn back into process design.
See how a process owner role can directly strengthen customer experience.