Five Objectives Driving Customer Experience Design

This document introduces HfS Research’s strategic customer experience management (CEM) framework that enables analysis of opportunities for enterprises to improve their CEM value chain.

The proposed CEM value chain model is based on the belief that an organization needs to “sense” and integrate the learning from different points of interaction within the marketplace on both the supply side and demand side of its operations to improve business outcomes.

Integrating your CEM program is one thing, but focusing it on all the objectives that truly deliver value is something different. We outline the five major objectives an integrated CEM strategy should achieve:

• Customer acquisition
• Customer retention
• Customer cross-selling
• Customer winback
• Partner management