Customer Experience Management

Customer Experience Management (CEM) has matured rapidly in South Africa and has become an inescapable, must-have for any company hoping to get ahead of the pack, according to Shannon Mackrill, joint managing director of Kinetic, a key strategic information provider to the IT and Telecoms sector. Kinetic presented the 5th annual CEM Africa Summit at the Century City Conference Centre in Cape Town last week. It was attended by over 440 customer experience (CX) professionals.

Customers must feel they can make decisions and be in control of the money they spend with a company. The loyalty of existing customers should be rewarded, while future customers are interested as well.

Customer experience management is not just a department. It is the basis for a sustainable customer experience. Bring the voice of the customer into the boardroom. Hear the customer’s voice on a daily basis. Do not compete with the rest, rather fix the basics. Deliver above and beyond and work towards leadership.

During the summit three game-changers on how to get CEM right became clear. These are that human interaction is very important, that there is a rise of the experience economy and a need for complete CEM transformation throughout an organisation.

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