Customer experience management, or CEM as it’s called, is when you manage the interactions of your customers using touchpoints. Upon doing so, you are delivering personalized experiences that will spur their loyalty to your brand, which increases your revenues. When you understand what is CEM and CEM platforms, you ensure that your customers achieve success.
The customer journey will require you to lend a helping hand every now and then. Guiding, but not dictating, customer journeys are something that can be supported by CEM platforms. These use behavioral data, customer insights, and various other technologies to understand customers a little better, to help them in their journey of using your product.
The customers experience is dictated by what their perceptions of your product are, whether they are aware of them or not. You want to ensure those perceptions are positive. Your customers can end up being some of your best advertisers if they are satisfied with your product.
Reacting to customer interactions should be conducted in a way where you are at least meeting their expectations. However, you will ideally be exceeding them. They will become satisfied, loyal, and advocate on your behalf.
CEM leads to understanding your customers so well that you can provide them with a completely personalized experience. To provide that deep level of personalization requires analytics and insights from a wide array of touchpoints and channels. There is a wealth of data to be sifted through, sorting out what is relevant and what is inconsequential. A quality CEM platform will do most of the work for you.
Top 10 CEM Platforms
CEM has become essential for the success of any SaaS company today. It is no wonder that there are a number of CEM platforms today. We will go over the top 10 that are worth looking into further for your CEM needs
HubSpot is a CEM platform that provides a very fast tool that will ensure there is authentic human interaction with customers. This is very helpful for those customers who become annoyed at automated or robotic services. There are also options for implementing live chat on your site, as well as the establishment of a knowledge base customers can refer to. Additionally, surveys and quantitative feedback can transform customers into advertisers of your product and brand.
LiveAgent is another great CEM platform option with advanced automation options, helping you streamline communication between you and your customers. Efficiency is increased, as well as customer satisfaction, due to the advanced features provided. A well-rounded ticketing solution, native live chat option, knowledge base, and even a call center are all quality features.
Zendesk is both powerful and flexible when it comes to providing customer service. It is entirely scalable, which allows businesses of all sizes to take advantage of it. There are a number of helpful CEM features, such as a help desk, ticketing system, knowledgebase, support forums, and more. You will improve communication between you and your customers, and easily turn interactions into long-term relationships.
Clarabridge is a CEM platform that offers resources for effective social engagement. That, combined with its analytics, will ensure you are fast to respond to your customers, while also receiving valuable in-depth insights. Obtain feedback from any medium, while receiving insights from that feedback. Social listening, media analytics, management, and reporting, as well as as speech and text analysis are all available to you.
Qualtrics is CEM software that provides advanced features, such as text, stats, and predict IQ, which come in a package that can be integrated into other tools your company is already using. Receive customer analytics and survey software. Also, you can take advantage of its closed-loop follow up feature. The functionalities contained within this platform allow for multi-channel surveys, form development, and analytics.
Genesys is a CEM platform that provides several customer-centric solutions, such as a contact center, asynchronous messaging, an AI-powered contact center, surveys, agent coaching, and various optimization options. This is a feature-rich platform that provides a wealth of functionalities that will improve the customer service experience.
Medallia is a CEM platform on the cloud that focused on improving customer experience. There are interactive analytics, as well as functionality for obtaining mobile feedback and even enterprise feedback management. Collecting feedback is easy, regardless of what device is being used. Text analytics and push reporting are just some of the included features.
8. IBM Tealeaf & Customer Experience Suite
IBM has Teafleaf, which is a CEM platform that is AI-powered. This has allowed it to provide advanced analytics that helps to understand the needs of customers more deeply. Connecting with customers and improving collaboration is simplified with this customer experience suite. Behavior-based segments can be made and reports can be customized. You will receive immediate feedback so you can understand your customers better.
ClickTale is a CEM platform that exists to provide site analytics that will analyze customer behavior, providing you with the most up-to-date data you need to help your customers. The platform uses both human and machine intelligence. There is also seamless scalability up to the enterprise level. This web-based platform can be used on Windows, Mac, Android, and iOS.
SAS is a CEM platform that provides a number of solutions, including both marketing automation and optimization, the management of decisions in real-time, and intelligent advertising. Customer profiles can be developed and maintained easily. Consolidated data provides a singular view of a particular customer. Gain insights into your customers to help you achieve greater customer success. 16
Now that you know what is CEM and what the top 10 CEM platforms are, you can pay more attention to this essential component of customer success. When your customers are happy, they are loyal. When they are loyal, you receive greater revenues and achieve greater product success.
Anshi has over 12 years of experience in demand generation, digital marketing, and managing global teams. In her prior role as head of marketing operations for a high growth US healthcare tech organization she transformed marketing from cost to revenue center.
Published June 30, 2020, Updated June 08, 2022