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Getting CEM Right by Yourself: The True One Percent

December 14, 2011

Let us know if this sound sfamiliar: A company decides to adopt Customer Experience Management, they get all kinds of feedback, sit back and think “Okay, now what?” What to actually, you know, do with all this?

As a good recent blog post from NICE put it, “there is a long road between the first step of the CEM journey and the end goal of world class practice.” In fact, almost nobody gets there without some help along the way. If you can, well, our hat’s off to you. Consider yourself part of the real one percent.

NICE offers help for the rest of us in the 99 percent, with Fizzback. This can offer what company officials describe as “a turbo boost, propelling you toward that elusive end point and the big wins of CEM.”

As in what? Glad you asked. NICE identifies the single most important thing in CEM as closing the loop on the voice of the customer, what they explain as “the process of aligning the fundamentals of your business to promote continuous improvement driven by voice of the customer.”

In plain English, what that means is that if you’re doing CEM right, if the loop is fully closed, you’ll see the customer satisfaction, loyalty and profitability you were promised when you bought into CEM in the first place.  

NICE officials point to Forrester Research’s (News - Alert) recent “Ten Major Voice of Customer Trends” as showing that such closed-loop processes are “rapidly becoming the norm amongst those at the top of the CEM game.” So if you’re not getting it right, that doesn’t mean you’re average, normal. It means you’re already behind. Getting some benefits from CEM is the new normal.

Closing the loop involves engaging with the customer, learning from those interactions and using what you learn to improve your company’s processes, implementing changes in such a way that the customer can actually see the difference, can see that their input meant something.

NICE officials characterize their Fizzback offering as a way to provide your business “the ability to close the loop and unlock the true potential of CEM.”

David Sims is a contributing editor for TMCnet. To read more of David’s articles, please visit his columnist page. He also blogs for TMCnet here.

Edited by Juliana Kenny
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