During my research I found that many of my interviewees defined Customer Experience Management in their organizations using principles….. and so I began collating and grouping CEM principles and over a few months had a list of over 800 CEM principles. I find that principles provide a great foundation for defining, explaining and operationalizing customer experience management. Below are my top 25 – let me know what you think and what you would add?
My top 25 CEM principles:
CEM Principle #1: Leadership should be actively and continually involved in CEM efforts
CEM Principle #2: Leadership should keep looking for new ways to maintain enthusiasm around CEM efforts
CEM Principle #3: Make CEM one of the companies top priorities
CEM Principle #4: Have a clear and well communicated strategy
CEM Principle #5: Develop trust relationships with your customers
CEM Principle #6: Consider the functional AND emotional value you are providing to your customers
CEM Principle #7: Always deliver on your promises
CEM Principle #8: Reinforce your brand with every interaction
CEM Principle #9: Consider customer experience beyond marketing communications
CEM Principle #10: Find ways to meet customer needs not only deliver product features
CEM Principle #11: Know what drives customer purchases
CEM Principle #12: Employees need to be motivated, competent and innovative
CEM Principle #13: Reward and recognize customers for delivering excellent customer experiences
CEM Principle #14: Align key performance indicators with customer experience
CEM Principle #15: Engage employees in the customer experience process
CEM Principle #16: Provide employees with the right tools to deliver good customer experiences
CEM Principle #17: Think about segmenting customers by their needs
CEM Principle #18: Use customer segmentation to predict behavior
CEM Principle #19: Document customer experiences across touch points
CEM Principle #20: Have an integrated view of the customer across systems
CEM Principle #21: Know and understand all customer touch points
CEM Principle #22: Segment and prioritize customer touch points
CEM Principle #23: Find ways to measure customer experience
CEM Principle #24: Love customer complaints
CEM Principle #25: Embrace customer complaints
