What is CX?

Customer Experience (CX) describes how customers feel about their collective experiences and interactions with a company—including their overall relationship with a specific brand.

What is CX?

Customer Experience (CX), sometimes called Customer Experience Management (CXM or CEM), is often used to describe an organisation’s ongoing efforts to measure and improve its customers’ perceptions and experiences.

Why is Customer Experience Management (CXM or CEM) important?


Every successful business understands the importance of listening carefully to customers, understanding what they need, and using that information to become more efficient and responsive. But as organisations grow and become more complex, these crucial personal customer connections become more difficult to manage. This is especially true in a world where people interact with modern businesses in thousands of different ways across many touchpoints.

Building a Smart, Successful CX Program

Most organisations have some kind of formal customer experience program in place. These programs work to align a company’s actions around a customer-centric strategy, spread customer intelligence throughout an organisation, and to establish an appropriate governance structure. The most successful CX programs play a crucial role in unifying and aligning frontline employees, management, product teams, and executive leadership around customers’ core needs.

Technology plays a crucial role in these CX efforts by enabling companies to gather feedback from many different touchpoints, analyse it, and distribute it to the people responsible for making positive changes in specific areas. With an effective Experience Improvement (XI) platform, businesses can identify customer issues and trends earlier, respond quicker, and turn everyday customer experiences into key competitive advantages.


A Beginner’s Guide to Launching a Customer Experience (CX) Program

A guide written for any business leader wishing to learn about CX programs, launching a CX program, how to become better at delivering and improving CX, getting closer to customers, or getting better information that will lead to more revenue and smarter decisions.

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InMoment offers businesses the technology, tools, and expertise they need to build best practice-driven CX programs. These include:

  • Experienced CX strategists who are standing by to help define key CX objectives and design programs that deliver tangible results.
  • Comprehensive data collection tools that make it possible to gather more data from more customer touchpoints and channels.
  • A flexible, powerful technology platform that brings data from all these different sources together and turns it into both actionable intelligence and business changing insights.
  • Case management tools that allow businesses to see and respond to customer issues instantly, close the feedback loop, and ensure important insights never get lost in the shuffle.
  • Targeted tools, reports, and information that empower every member of an organisation to improve products, processes, and policies.

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