I would love to help answer this, as CEM is what a company should be all about, if you do not have customers, you do not have a business. In the true meaning of CEM, this is about the perception of the customer from the first time they know or deal with your company and throughout their whole journey with you, on some occasion that may only be once, and that once may be because it is a one major purchase or it could be they do not want to deal with you again because of their experience.
Yes of course I engage in CEM, I do not just engage, I have a passion and completely believe in it. How you train and nurture your people to understand the importance of the customer is extremely imperative.
Measurement – many ways to do this, one live information on your complaints, daily SLA reports understanding where the issues are, be transparent with your people on these statistics – put solutions in place to overcome the issues, collaboration between departments is very important, as complaints can be for many reasons, eg in a manufacturing company it can be from warehouse and distribution, production (quality of product), internal processing errors etc, so the relation between departments is vital to overcome these problems without people perceiving they are being blamed, it is about working together to understand the issues and sorting them out so the customer is happy. Then rolling monthly reports that are reported to the board on customer satisfaction levels to benchmark improvements. Additionally survey your customers twice a year, phone, mail and face to face, independent body to support.
Finally your question about where did I learn CEM, I have always believed that is common sense, How you treat people is what they perceive of you, treat others how you would like to be treated yourself. I have always wanted to be treated extremely well, by honest and open people who have great integrity, and people who have a passion for what they do, so that is how I train, develop and inspire people.
I hope that helps, great subject to discuss, it is such an emotive topic.
From LI member: Marianne Withers
I learn a lot from this ,and really thanks you Marianne Withers!
