Customer Experience Management

Definition: Customer Experience Management is a term coined by Bernd Schmitt (2003) to indicate the process of strategically managing a customer’s entire experience with a product or company.
The term CEM represents the discipline, methodology and/or process used to comprehensively manage a customer's cross-channel exposure, interaction and transaction with a company, product, brand or service.
The CEM framework consists out of following five key areas:
1. The Customer (analysis)
2. The Environment (positioning strategy)
3. The Brand (design)
4. The Platform (operational infrastructure)
5. The Interface (interaction)

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