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What is Online Customer Experience Management?

Mike Marks November 13, 2020

Customer experience management (CEM) describes a company’s efforts to monitor and oversee all interactions with their customers as they occur and the process for implementing strategies and changes to ensure that every interaction leaves customers satisfied. When these interactions are interpreted as a whole and integrated into each customer’s journey, they can be acted upon to improve customer satisfaction and boost business performance.

Through targeted, user-centric design practices and consistent feature development in accordance with user preferences, organizations can ensure customers’ various needs are consistently being met, while taking cues directly from them on future development choices.

Definition of Online Customer Experience Management

Online customer experience management, or digital customer experience management, is essentially the same as standard customer experience management, only the process focuses on digital interactions between customers and your business.

Website visits, social media follows, comments, chat sessions and more make up the bulk of the data this variety of CEM takes into account. Improving the customer journey across the web is the main point of online CEM, so web-based touchpoints are especially important.

Customer Experience is About More Than Efficiency

When most business leaders contemplate the customer experience management process, they immediately think of ways to make customer interactions more efficient and frictionless. Although reducing customer effort is key to customer satisfaction and much more in business development, it is not the only thing worth considering where CEM is concerned.

Improving the efficiency of your business operations across all channels and touchpoints is important, but this is not the only purpose of customer experience management. You should also pay close attention to the emotional takeaways your customers are left with after interacting with your company.

Such a shift involves optimizing for subjective qualities in addition to objective ones. As an example, boosting the relative loading speed of your website would count as an objective or efficiency-based improvement, while creating a more unique look and feel for your website would be subjective in nature.

Online customer experience management comes down to consistently delivering memorable subjective experiences at an ideal objective quality level across web-based touchpoints. To do this, you need to monitor user interactions carefully and ask your customers the right questions.

Measuring the Online Customer Experience

Customers interacting with your brand on the Internet take an entirely different course than those dealing with your company in person might. A myriad of unique channels may bring each customer into your business’s network of online touchpoints, including social media, branded applications, marketing partners and more.

Drilling down into the many ways in which customers are coming across your brand and what they are doing once they have found you is done by mapping their customer journeys.

Mapping the Customer Journey

By plotting out a customer’s course from the first interaction to a specific goal, you can gain a more nuanced understanding of their needs and interests.

First, you should define the scope of your conceptualized customer journey – the end result the customer is seeking. The thoughts and feelings of your customer should then be added in, followed by obstacles they face along the way as they move towards their goal.

Once a customer journey has been mapped out, you can compare real online user interactions with a baseline in mind to glean actionable insights for meaningful improvement.

Using Surveys

Surveys make for a particularly powerful part of the customer experience management process.

By making the most of surveys, you can come to understand how your customers really feel about your brand’s online delivery and adopt new strategies to satisfy their expectations. Generally, short, focused surveys are reputed to work best, encouraging even casual consumers to provide useful feedback.

It is recommended to stick to simple rating systems for answers and ask about your brand’s performance overall before getting into more granular details.

Automating User Activity Tracking

By combining customer journey maps with surveys and automated tracking, you can compile a comprehensive view of customer experience across all of your company’s online touchpoints.

Aternity offers organizations the ability to track user actions and app performance in the context of a business workflow – allowing for problems with efficiency and performance consistency to quickly be caught by your team before they begin to bother end users.

The above functionality also allows you to plot a more accurate customer journey using real interaction data. This can shed light on brand new opportunities for improvement you otherwise might have missed.

Once the online customer experience your company is offering has been measured, you can begin to enhance it. Armed with specific data regarding touchpoints and other components of the online customer journey that are hindering the online customer experience, you can make data-driven decisions to achieve measurable improvements and gain a competitive advantage.

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