What is the Customer Experience Manager: roles and tools?

23 de May de 2023

As consumer expectations continue to evolve and companies seek to stand out in a crowded marketplace, understanding the role of the Customer Experience Manager (CEM) becomes crucial.

From customer acquisition to customer retention, the CEM is the architect of experiences that can make all the difference to a company’s success and reputation. If you want to discover how the Customer Experience Manager has become a strategic leader in customer experience, read on!

What is the Customer Experience Manager?

In recent years, customer experience has stood out as a key differentiator for the success of companies. In this context, the role of the Customer Experience Manager (CEM) has acquired significant relevance. The CEM is responsible for designing, implementing and managing customer-centric strategies, with the objective of providing an exceptional experience in every interaction. In other words, it is not about convincing a person to buy a product or service, but about generating a relationship between consumer and brand.

Roles of the Customer Experience Manager

The functions of the Customer Experience Manager (CEM) are essential to improve the relationship between the company and its customers, thus strengthening the company’s competitive position in the market. Below, we show you the main functions that he/she performs:

1. Starting point: discovering what the current customer experience is like.

Analyse the current customer journey and define the company’s main Buyer Personas. This involves collecting data, conducting surveys, analysing customer feedback and opinions to identify strengths and areas for improvement.

It is vital that CEM has a deep understanding of consumers and is up to date on market trends, new tools, consumer habits, etc. in order to be able to use this information in its strategies.

2. Develop customer-centric strategies

Based on the insights gained from research, design and execute strategies to improve the customer experience. This involves setting clear objectives, defining initiatives and collaborating with different departments to implement effective changes to the company’s products, services and processes.

Implementing these strategies will make the customer feel heard, valued and part of the brand. Achieving a stronger bond between the customer and the company.

3. Coordination with other departments

CEM works closely with other teams, such as marketing, sales, customer service and product development, to ensure a consistent experience across all touch points. It collaborates to align strategies and messages, ensuring that all departments are committed to delivering an exceptional customer experience.

4. What you can’t measure, you can’t improve

CEM establishes and monitors key metrics to evaluate the effectiveness of the strategies implemented. This involves analysing indicators such as NPS (Net Promoter Score), customer satisfaction, retention rate, customer loyalty and other relevant KPIs to assess the impact of actions taken.

5. The search for solutions reinforces customer confidence

Takes an active role in incident management and customer problem resolution. Works closely with customer service and after-sales teams to address customer concerns effectively. Finds satisfactory solutions that reinforce customer confidence and satisfaction.

6. Fostering a customer-centric culture

CEM educates employees on the importance of the customer experience, fosters a service-oriented mindset and provides tools and resources for the entire team to contribute to improving the customer experience.

Top 4 skills a Customer Experience Manager should have

The skills of a Customer Experience Manager (CEM) are critical to effectively play their role in creating and improving the customer experience. Below are the top four skills a CEM should possess:

Why should you incorporate this figure in your company?

The importance of having a Customer Experience Manager (CEM) in a company cannot be underestimated. As customer expectations evolve and competition intensifies, customer experience has become a crucial differentiator for business success. Here are some of the reasons why a CEM is critical:

  1. It improves customer satisfaction: it puts the focus on understanding and addressing customer needs, wants and expectations. A satisfied customer is not only more loyal, but can also become a brand advocate and attract new customers through positive recommendations.
  2. Increased customer retention: helps to strengthen customer loyalty and reduce churn rates. This translates into higher customer retention and a more stable revenue stream in the long term.
  3. Increased profitability: a CEM identifies opportunities to optimise customer lifetime value, increase average purchase ticket, drive cross-selling and promote repurchase. In addition, by reducing the costs associated with customer retention and acquisition, a customer-centric approach can improve operational efficiency and contribute to increased profitability.
  4. Enhances brand reputation: The way a company treats its customers has a significant impact on reputation and brand image. An EMF can strengthen brand perception, building customer trust and loyalty. This can result in a strong brand image, increased customer satisfaction and long-term competitive advantage.

What tools does a CEM use?

Thanks to some tools that Customer Experience Managers use, they are able to facilitate the work they have to carry out. Some of the tools that are used on a daily basis in this position include:

Customer Relationship Management (CRM) platforms.

Customer Experience Manager

These tools enable the collection, storage and analysis of customer-related data. CRM helps to manage customer information, track customer interactions and get a complete view of each customer’s history. This makes it easier to personalise the experience and identify opportunities for improvement.

An example of such a tool is Salesforce, which allows you to comprehensively manage the customer experience by providing a complete view of each interaction.

Survey tools

These tools allow you to send out surveys, feedback forms and specific questions to gather valuable information. Analysis of the data collected helps to identify areas for improvement and make decisions based on customer feedback.

Customer Experience Manager

An example of this is SurveyMonkey, a platform that allows you to send customised surveys to customers and collect valuable information. The platform offers survey design, data analysis and reporting options.

Analysis tools

Enable analysis of large volumes of data and help identify patterns, trends and opportunities for improvement.

Customer Experience Manager

Google Analytics: is a widely used tool for analysing user behaviour on a website, providing data on traffic, conversions and other key indicators to improve the online customer experience.

Project management tools

They ensure efficient project management and facilitate communication between the different teams involved in improving the customer experience.

Trello is a dashboard-based project management tool that allows you to visualise tasks, assign responsibilities and collaborate in real time.

Experts in customer management

We have more than 20 years of experience studying customer behaviour through machine learning and artificial intelligence, offering tailor-made solutions for each business. Do not hesitate to contact us if you need advice or want to know our success stories.