CEM is short for Customer Experience Management, which translates to Customer Experience Management in Chinese.

Customer Experience Management (CEM) is a new customer management methodology and technology that has emerged in recent years. According to Bernd H. Schmidt (Bernd H. Schmidt), it is a new approach to customer experience management. Schmitt (Bernd H-Schmitt) in the "customer experience management" book in the definition, customer experience management (CEM, Customer Experience Management) is "strategic management of the customer on the product or the company's overall experience of the process".

It takes improving the overall customer experience as the starting point, focuses on every contact with the customer, and through the coordination and integration of pre-sale, sale and after-sale stages, various customer contact points, or contact channels, purposely and seamlessly delivers the target information to the customer, and creates a positive feeling that matches the brand's promise, in order to realize the benign interaction, and then creates the differentiated customer experience, realizes the customer loyalty, strengthens the perceived value, and thus increases the company's business. Strengthening the perceived value, thus increasing the revenue and asset value of the company.

Expanded information:

The factors that affect the good and bad customer experience are:

1, product. Including physical goods and services. There are those for immediate enjoyment (e.g., restaurants) and those for later use (e.g., electronics and consumer durables).

2. Services. Including basic services (services to the basic products) and additional services to the basic services (such as after-sales, maintenance and consulting services).

3, relationship. Including a variety of means to strengthen the relationship with customers (such as VIP clubs, special offers to long-term customers, etc.).

4, convenience. Including the convenience of the entire customer cycle process (before, during and after the purchase/consumption), whether it is easy, time-saving, labor-saving (such as online/telephone banking).

5, brand image. Including brand positioning for various markets and target customers.

6. Price. Including reviews, specifications, cost-effective, customer segmentation pricing.

Baidu Encyclopedia-Customer Experience Management