Customer Experience Management


What is Customer Experience Management?

Customer Experience Management is the discipline of considering every customer interaction for the best experience.

Customer interactions represent a point of contact into the organisation and represent opportunities to show the success or failure in meeting the needs of the customer. Every customer interaction is an opportunity to enhance the reputation of the organisation. The customer experience is the sum of the quality of each customer contact point.

When considering customer interactions during the design stage of process improvement, it is important to consider all the different opportunities where the customer could contact the organization. It is inefficient to optimize an order fulfilment process without considering the customer support process that facilitates resolving problems with that order. Although the order was processed smoothly, if the wrong item was shipped and the customer becomes frustrated trying to return the item, the outcome of the customer experience is not positive and repeat business is less likely.

The customer experience is dependent upon the primary business processes that directly interact with the customer and the internal support processes that indirectly influence customer experience quality. Thus, serious attention, perhaps with different issues, also must be directed to these support processes.

Source: Business Process Management Common Body of Knowledge (BPM CBOK, 2009), The Association of Business Process Management Professionals

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