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Customer Experience Managers (CXM or CEM for short) have recently raised as one of the top priority positions in many international companies. While the processes and job descriptions worldwide are still very much flexible and not set in stone, one has to wonder what all the commotion is about.
What I have found is that customer satisfaction is more important than making individual profits on every sale. – Aj Saleem, Suprex Tutors Houston
Getting expert help on the matter of customer experience has always been a hit-or-miss subject, but that is about to change globally given the nature of the position itself and the obligations it has towards the brand and the company.
Roles and responsibilities
The first thing we need to make clear is what customer experience managers are all about. They essentially represent a bridge between a customer and a brand they work for.
For example, a customer experience manager would design the lifecycle of a company product, receive and evaluate customer feedback as well as monitor all processes that come into direct contact with the customer. Their responsibilities can be divided into several roles and stages of customer engagement.
- Customer experience managers are responsible for the product cycle, ensuring that a quality product gets approved for mass distribution without worries of failure.
- They are responsible for some customer engagement tasks by using controlled test groups to design attractive and relevant content for target audiences (whether with or without writing help).
- They track the progress of said product on the market (such as research papers or packaging for example) and steer the production and distribution towards proper channels.
- Customer experience manager is the first and last responsible when it comes to customer evaluation and feedback, giving them unprecedented freedom of analysis when it comes to redesigning an existing service or product.
- Once a product reaches the end of its lifecycle, a customer experience manager ensures that the company can maximize profits before pulling the plug on the production and distribution, taking the best elements of that product and implementing it into the next iteration.
We can safely summarize that the job description of a customer experience manager (CXM or CEM) is fluid – it takes the manager wherever the customer needs them to go.
Real case applications
As with any job position that shows promise but still has a way to go before being implemented fully, some examples of proper CXM are in order.
Keep in mind that CXM can become anything you need it to be, whether you are customer engagement or sales oriented as a company. For example, Smart Paper Help takes a full-on customer engagement system that allows customers direct contact with professional writers without the middleman.
A good example is Dunkin’ Donuts, a US company that decided to go the opposite direction from what we can see in Starbucks and similar coffee shops. Their motto is “speed is efficiency,” meaning that they want to set their customers on their way as soon as possible.
This is a CXM practice that allows for efficient turnaround time with customer engagement as well as higher profit margins in the long run. While their establishments do feature sitting units and comfortable interiors, these are completely optional for any new customer.
Suprex Tutors Houston is also a CEM-based company that focuses on tutoring services for those in the need. Their goal is to improve education for whoever engages them, no matter what monetary capabilities they have at the moment. Their motto consists of proper customer engagement and writing service before anything else, which makes them stand apart from the competition.
Customers don’t expect you to be perfect. They do expect you to fix things when they go wrong. – Donald Porter
What we can summarize is that small and up-and-coming companies pay far greater attention to customer experience than large international conglomerates. Their brand strength is enough to sell products regardless of an individual public image they enjoy (or not, depending on the company at hand).
Constant engagement strategies
It’s easy to see why Customer Experience Manager is becoming a popular and sought-after job position. Whether you need personalized writing paper or have a complaint about a physical product you bought at the store, customer experience agents will be the ones taking your complaints into consideration.
Bear in mind that proper training and evaluation is also a must for potential CXMs. This is an extremely important position that can make or break a company, which means that it will mostly be reserved for trusted executives for the time being.
However, this doesn’t mean that you shouldn’t pay close attention to customer engagement trends. Latest studies show an increase in need for user experience designers (UX) as well as customer experience managers, which means that anything is possible.
Anyone who tries their hand at customer engagement and experience can expect a lifetime of learning and implement new ideas and strategies as they go along.
No two projects are ever the same for CX managers, meaning that young people are highly encouraged to start learning and applying for open positions.