• Login
  • Status
  • Support
  • Partners
  • Pricing
  • Careers
  • EN
    • English
    • Deutsch
    • Français
    • 日本
    • 简体中文
    • العربية
    • 한국
    • Español
NICE - AI Customer Service Automation Solutions
  • NICE - AI Customer Service Automation Solutions×
  • Platform

    CXone Mpower Platform

    • Workflows

      Automate every service workflow

    • Agents

      Maximize agent performance

    • Knowledge

      Centralize data and knowledge

    Customer Service Automation

    • Platform Overview

      Complete AI Platform for service automation

    • Integrations & Hubs

      Seamlessly connect your business systems

    • Trust and Compliance

      Ensure secure, reliable, and compliant operations

    • Developer Portal

      Access APIs, SDKs, and resources for building

    • CXexchange Marketplace

      Discover partner solutions to extend capabilities

    • User Communities

      Collaborate, learn, and share best practices

  • Products

    Complete CX Offerings

    • AI for Customer Experience

      Purpose-built AI for unparalleled CX automation

    • Digital and Self Service

      Friction-free customer experiences driven by conversational AI

    • Workforce Engagement Management

      Robust applications to optimize the employee experience (WEM)

    • Journey Orchestration and Routing

      Seamless customer journeys across voice & digital channels

    • Agent Assist

      AI-driven tools for real-time agent guidance and coaching

    • CX Analytics

      Actionable insights to continuously enhance the customer experience

    • Open Cloud Platform

      Innovative cloud-native foundation to rapidly scale extraordinary CX

    • All CX Offerings

  • Solutions

    By Industry

    • BPO

      Business Process Outsourcers

    • Financial Services

      Customer experiences that count

    • Government

      Elevate citizen trust

    • Healthcare

      Healthy patient experiences

    • Insurance

      Secure policyholder experiences

    • Retail

      Delight customers where they shop

    • Telecom

      CX for Telecommunications

    • Travel and Hospitality

      Strengthen traveler and guest loyalty

    By Business Initiative

    • Transform Experiences with AI

      Identify behaviors that drive frictionless customer experiences.

    • Boost Customer Loyalty

      Improve customer loyalty on every interaction across the journey

    • Call Center Software

      Empower your agents to provide better experiences—on every channel.

    • Drive Digital Transformation

      Integrate digital technology at the center of the customer experience

    • Move to the Cloud

      Elevate experiences and efficiencies by moving operations to the cloud

    • Unify CX Touchpoints with AI

      Unlock total awareness for your business with purpose-built AI on a unified platform

    • Increase Operational Efficiency

      Leverage AI and automation to increase agent retention and reduce costs

    • Improve Compliance

      Protect your consumers with pre-built compliance solutions

    • Engage and Empower Employees

      Create a workplace of truly engaged employees

    • Proactive Customer Engagement

      Elevate customer satisfaction with proactive conversational AI

    • Grow Revenues

      Boost conversions and win rates to accelerate financial success

  • Services

    Contact Center Services

    • Business Consulting

      Partnership for successful transformations

    • Contact Center Training

      Tailored education delivered by CX experts

    • Customer Support

      Global support you can depend on

    • Professional Services

      Relevant expertise, tools and know-how

    • Implementation Partners

      NICE CXone certified implementation partners

  • Resources

    Resources

    • Resource Library

      Whitepapers, datasheets, demos and more

    • Self-Led Training

      Professionally developed training courses

    • Blog

      CX industry guidance by contact center experts

    • Analyst Perspective

      Contact center reports from third party analysis

    • Events

      Upcoming events and webinars

    • Glossary of Terms

      Detailed descriptions of industry-related terms

    • Frequently Asked Questions

      Contact center focused FAQ

    • Customer Stories

      Driving success in every customer story

    • CX & Contact Center Guides

      Expert insights for superior CX

    • On-Demand Webinars

      Browse our extensive webinar catalog

    • Interactive Product Tours

      Explore the complete CXone cloud platform with our instant self-guided product tours.

    • Why NICE? Video Series

      Step Inside The Room Where It Happened to see CX AI in action

  • Company

    About NICE

    • About Us

      Powering seamless experiences in the cloud

    • NICE Leadership

      Meet our global leadership and executive team

    • Careers

      View job openings and learn about our culture

    • NICE Trust Center

      Securing your trust with every interaction

    • Events

      Upcoming Events & Webinars

    • Market Leadership

      Discover why NICE is the market leader

    • Press Releases

      Find the latest updates from NICE

    • Investors

      Investors relations, reports and filings

    • Corporate Responsibility

      In a world where you can be anything, be NICE

    • Global Office Locations

      Interactive map of office locations worldwide

    • Media Center

      Media contacts and resources

    • EN
      • English
      • Deutsch
      • Français
      • 日本
      • 简体中文
      • العربية
      • 한국
      • Español
    • Get in Touch
      • Login
      • Status
      • Support
      • Partners
      • Pricing
      • Careers
      linkedinlinkedinlinkedinlinkedin
    • Home
    • Glossary
    • Customer Experience Management (CEM)
    View a demo
    Get a quote
    Resource library

    On this page

    • What is Customer Experience Management (CEM)?
    • Why is customer experience management important?
    • Challenges in managing customer experiences
    • CEM vs. CRM: Understanding the difference
    • Combining CRM and CEM with NICE CXone
    • What tools are used to facilitate customer experience management (CEM)?
    • Explore Products
    • What can NICE do for you?

    • SCHEDULE A DEMO

    Company

    • About Us
    • Careers
    • Global Leadership
    • Media Center
    • Investors
    • Awards
    • Global Office Locations
    • Contact Us
    • CCaaS
    • Customer Experience
    • NICE Public Safety
    • NICE Actimize
    • NICE RPA

    Partners

    • NICE Partners Overview
    • Developer Partners (DEVone)
    • CXone Partner Portal
    • NICE Help Partner Portal
    • NICE User Group

    Customer Support

    • Customer Support Overview
    • CXone Support Login
    • NICE Customer Support

    Want to Learn More?

    Join the Newsletter

    STAY CONNECTED

    linkedinlinkedinlinkedinlinkedin
    • Terms of Use
    • Site Map
    • Privacy Policy
    • Legal
    • Cookies Settings
    • Accessibility
    © 2024 NICE

    What is Customer Experience Management (CEM)?

    Customer experience (CX) refers to how customers perceive a business based on interactions. These interactions may take various forms, including online purchases, viewing the company's Instagram posts, seeing TV ads, or chatting with customer service. Customer experience management is the process of designing, managing, monitoring and refining all those touchpoints so they are consistent with each other and provide customers with an optimized experience.

    Savvy businesses recognize the value of delivering an exceptional customer experience, leading to higher revenue, brand loyalty, and lower customer churn. These businesses also realize it's not going to happen accidentally, which is why the discipline of customer experience management exists. The CEM team has the complex task of aligning multiple departments responsible for multiple touchpoints in a unified vision of the brand's customer experience.

    Why is customer experience management important?

    Customer experience management (CEM or CXM) is essential because it directly impacts a business's bottom line. In today's competitive market, customers have higher expectations and readily switch brands for better experiences. Effective CEM ensures customers’ needs are met at every touchpoint, fostering loyalty and advocacy. By understanding and analyzing customer engagement, businesses can deliver personalized experiences, increasing customer satisfaction and retention rates.

    Satisfied customers are more likely to make repeat purchases and recommend the brand to others, contributing to revenue growth. Additionally, CEM provides invaluable insights for continuous improvement, helping businesses to innovate and stay ahead of the competition.

    Challenges in managing customer experiences

    As businesses strive to exceed customers' expectations and deliver stellar experiences, they encounter challenges that can hinder their success.

    1. Understanding Customer Expectations

    In the ever-evolving market, understanding what customers expect can be tricky. Customer preferences and needs change rapidly, and businesses must continuously adapt to meet these changes.

    2. Collecting and Analyzing Customer Data

    With the vast amount of customer data available from different sources, collecting and making sense of it becomes challenging. Moreover, ensuring the data’s accuracy and relevancy is vital for meaningful insights.

    3. Aligning Internal Processes with Customer Journey

    Often, internal processes need to be aligned with the customer journey. The disconnect between various departments and the need for a unified approach to customer experience can lead to inconsistent experiences.

    4. Ensuring Consistency Across Channels

    Customer engagement with brands occurs through various channels such as websites, social media, mobile apps, and more. Providing a consistent experience across all these channels is essential, but coordinating these channels can be challenging.

    5. Personalization at Scale

    Delivering personalized experiences to a large customer base takes work. Businesses must segment their customers effectively and use automation tools to ensure personalization isn’t a logistical nightmare.

    6. Managing Negative Feedback and Complaints

    How a business handles negative feedback and complaints can make or break its reputation. It's challenging to address all issues promptly and ensure that the customer leaves with a positive feeling about managing their complaint.

    7. Integrating New Technologies

    Keeping up with the latest customer experience technologies is essential, but integrating them into existing systems can take time and effort.

    8. Legal and Regulatory Compliance

    Ensuring customer data is handled in compliance with various laws and regulations, such as GDPR, is an ongoing challenge, especially for businesses operating in multiple regions.

    9. Training and Empowering Employees

    Employees play a crucial role in delivering exceptional customer experiences. However, continually training them to understand and meet customers' expectations and empowering them to make decisions in the interest of customer satisfaction is challenging.

    10. Measuring Return on Investment (ROI)

    Businesses often need help to measure the ROI of their customer experience initiatives. Establishing clear metrics and understanding the long-term benefits is essential for justifying investments in CEM.

    11. Keeping Up with Competitors

    Staying ahead or keeping up with competitors regarding customer experience requires constant vigilance and agility. Competitor actions can swiftly change customers' expectations.

    12. Security and Data Privacy

    Protecting customer information and ensuring data privacy is a critical challenge, particularly with the rising number of cyber threats.

    Understanding and addressing these challenges is key to creating a successful customer experience management strategy. Investing in robust customer experience management software like NICE CXone can help businesses overcome these challenges and deliver outstanding customer experiences.

    CEM vs. CRM: Understanding the difference

    An essential section that needs to be covered in customer experience management is the difference between CEM (Customer Experience Management) and CRM (Customer Relationship Management). Both are critical, yet they focus on different aspects of customer interactions.

    What is CRM?

    CRM focuses on managing customer information and interactions throughout the customer lifecycle. CRM systems store customer data, track sales, and facilitate communications. They help businesses understand their customer base and manage relationships more effectively.

    What is CEM?

    As discussed, CEM takes a broader approach, managing the entire customer journey and ensuring that customers have positive experiences with a brand. CEM systems use customer data to analyze, track, and improve customer satisfaction at every touchpoint.

    Key differences:

    How CRM and CEM complement each other

    CRM (Customer Relationship Management) and CEM (Customer Experience Management) complement each other synergistically. CRM manages customer information, tracks interactions, and facilitates sales processes. CEM goes a step further by utilizing the data from CRM to tailor customer journeys, ensuring personalized and positive experiences. By integrating CRM's in-depth customer insights with CEM’s emphasis on engagement, businesses can better understand customer preferences and behavior. This integration enables them to proactively address customer needs, enhance satisfaction, and foster brand loyalty. Consequently, this alignment between CRM and CEM creates a virtuous cycle of improved customer relationships, higher retention rates, and increased revenue, resulting in sustainable business growth.

    Combining CRM and CEM with NICE CXone

    NICE CXone is an ideal platform that combines the strengths of both CRM and CEM. It integrates with leading CRM solutions and takes customer relationship management to the next level by focusing on the customer journey. Through analytics, automation, and workforce optimization, NICE CXone ensures that every interaction your customers have with your brand is positive and memorable.

    What tools are used to facilitate customer experience management (CEM)?

    Customer experience management (CEM) professionals rely on data-driven analysis to understand customers' expectations. Therefore, they rely on robust and insightful analytics tools. They use techniques such as customer journey maps to understand the strengths and weaknesses of their touchpoints and design the future vision. Ongoing monitoring is a critical component of customer experience management (CEM), which can be facilitated by tools such as customer satisfaction and customer effort surveys. Automation has enhanced the customer experience management (CEM) process and enabled businesses to adapt quickly to issues or changing expectations.

  • Scope: CRM is more about managing customer information and the sales funnel, while CEM is about managing the CX journey and the experiences at each customer touchpoint.
  • Objective: CRM aims to improve customer relationships and increase sales, whereas CEM aims to increase customer satisfaction and loyalty through positive experiences.
  • Data utilization: CRM collects quantitative data like customer information and sales figures, while CEM integrates quantitative and qualitative data, such as customer feedback and sentiment.
  • Engagement level: CRM is often more transactional, focusing on sales and services, while CEM seeks to build an emotional connection with the customers, ensuring they have a positive feeling about the brand.
  • How NICE is Redefining Customer Experience

    NICE CXone is the industry’s only interaction-centric platform where channels, data, applications, and knowledge converge to improve customer experience at scale.

    It is the leading, most complete and unified CX Platform on the market, used by thousands of organizations of all sizes around the world to help them consistently deliver exceptional customer experiences. CXone is a cloud native, unified suite of applications designed to help you holistically run your call (or contact) center operations.

    Back to Glossary

    Contact us

    If you would like to know more about our platform or just have additional questions about our products or services, please submit the contact form. For general questions or customer support please visit our Contact us page.

    Digital and Voice Channels

    Automatic Call Distributor (ACD)

    Interactive Voice Response (IVR)

    Proactive Outbound Dialer

    Workforce Management (WFM)

    Quality Management (QM)

    Interaction Recording

    Performance Management (PM)

    CRM Integrations

    UCaaS Integrations

    Call Center Software

    Customer Experiences

    Enlighten AI Copilot

    Enlighten Actions

    Enlighten Autopilot

    Enlighten AutoSummary

    Omnichannel
    Routing

    Workforce Engagement Management (WEM)

    CRM & UCaaS
    Integrations

    NICE Enlighten
    AI for CX