CEM organization
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Organizing for customer experience management includes three tasks:
- Financial planning of CEM in terms of customers - CEM'S ultimate goal is a fair and mutually benficial long-term business relationship between the company in its customers. Customers will reward the company financially by doing business with it. The value of the customer to the firm, referred to as customer equity, will increase,and the company will grow and be profitable.
- Allocation of organizational resources. - Improving the customer experience, and thus increasing customer equity, requires internal resources. The company needs to ask what financial, structural, and personnel resources it needs to engage in CEM to deliver an ongoing desirable experience to customers. Resources must be allocated to the brand experience, the customer interface, and innovation.
- Enhancement of the employee experience. - The concept of experience applies also to the internal customers, the company's employees. What all employees, across all levels, get from an experience-oriented organization is a more rewarding employee experience that includes a new form of professional and personal development. Employees of such an organization live a more experiential and thus more satisfying and productive life. They are also more motivated and capable to delivering a great experience to customers.