The ambiguity of CEM, Digital and Big Data
Without any doubt the world has gone the digital direction becoming more focused on the Customer experience while trying to map customer interactions and generating useful information that will increase satisfaction, leading to continuous business growth. In-line with this trend, you will notice that people are more involved in exploring and researching what I like to call the ‘three words’- Big data, Digital and Customer Experience Management (CEM), especially if they are working in service oriented sectors like Telecom, Banking and Travel and Tourism.
Keeping in mind the size and amount of information being exchanged daily brings up an important question - “Is there any clear common understanding that defines the Three Words? And can they really be separated?”
Unfortunately, there is none at the moment as this area is considered as a growing non-mature space. Definitions and concepts keeping evolving with new approaches, strategies and best practices. We will try to address these areas from our understanding hoping it will help better understand and hence embrace these new trends.
Starting with the Customer Experience (CX): It is the perceived experience by a customer to a certain product or service , the experience can be good, bad or normal. The ability to measure customer experience and manage this information, i.e. analyze it, improve it and reuse it to derive new services and products personalized to the customer is what we call Customer Experience Management. It is important to understand that the experience is holistic and cannot be segregated and hence the challenge in capturing it. In the CEM world this is referred to as measuring customer experience throughout the customer life cycle and against all touch points.
Let me give you an example. The experience of a customer who wants to stay in a particular hotel starts from the time he visits the hotel’s website to book a room until he checks out of the hotel. This includes his experience at the time of check in, while using the facilities of the hotel and finally when he makes the final payment. The question that now arises is how to measure his experience and ensure that the customer would not only return to the same hotel but also share his experience and recommend the hotel to his friends and colleagues which in turn would translate to more business for the hotel.
Digital: To explain this simply, digital is the form of the data that customers generates during their interactions with different touch points. It is also denotes the the channels that the customer has used to transfer this data. It is definitely advantageous to have data captured in digital form as it helps improve the process of collecting the data thus increasing the ability to process it further.
If we go back to our hotel example, we can consider the hotel website that the customer used to book his room as the digital channel and the information that he was required to fill and the online payment he made are in the form of digital data.
Big Data: This is the data that is generated by all customer transactions for each and every product/service they have experienced.
Let’s go back to the hotel example to understand this a little more. Here “big data” is the data generated by the customer (his profile, the country he is travelling from, number of days of stay, the room type, the means of payment, utilities access in the hotel like pool, gym, restaurants, feedback, complaints if any, etc.). It is of course easy to collect this type of data from one customer but imagine the size of the same data when collected for all the customers of the hotel over a long period of time. This cumulative data of all customers is what we call ‘big data’. In fact in reality, customers can use multiple services at the same time generating more data.
It is important to be able to define and distinguish the different meanings of the ‘three words’ distinctly and although we believe they all come together in one gigantic process while working back to back as one of them is the input (Big Data), the second is the form and channel of the data (Digital) and the final one (CEM) is the engine and Processes which when applied to this data helps improve both customer satisfaction and business growth.
Leading customer experience and operations outsourcing provider in Africa, Europe and the Middle East , PCCI Group is as a key player delivering consistent and branded customer experience. PCCI Group brings to its clients the next generation customer experience and offers a fully integrated solution beyond contact centre BPO.
PCCI Group has multiple Fortune 500 companies as clients including European, Middle East and African leaders in telecommunications, media, BFSI, energy, retail and tourism. PCCI is part of Teyliom Global Capital.
For more information: www.pcci-group.com, www.teyliom.com
Sharon Divan, OAK Consulting, Conrad Offices, 19th Floor, Sheikh Zayed Road, Dubai
This release was published on openPR.
Permanent link to this press release:
Please set a link in the press area of your homepage to this press release on openPR. openPR disclaims liability for any content contained in this release.
You can edit or delete your press release The ambiguity of CEM, Digital and Big Data here
News-ID: 344301 • Views: 683
More Releases from PCCI Group
Enhance Customer Service Experience Using Self-service
Opinion Piece by Nidal Kamouni, CEO, PCCI Group The essence of customer service can be traced to time immemorial. On the other hand, the method of delivery of the customer service experience needs to be continually updated to match the desires and expectations of an ever-changing customer base and that is why we believe that the customer experience landscape is ripe for disruption with companies slowly making progress toward more seamless
Customer Service Defines Customer Experience
Comment article by Juan Bezón, Chief Commercial Officer, PCCI Group Nobody can deny that we are now in the age of the customer. Through online and mobile channels they are well informed and this information allows them to compare and choose the most convenient provider/vendor. If they are not happy, they can easily change. Today, customers have control and companies are changing their strategy to customer-centric. For this reason, now more
More Releases for CEM
Global Customer Experience Management (CEM) Market to reach USD 27.97 billion by …
March 2019, New York, USA(News)- Global Customer Experience Management (CEM) Market valued approximately USD 5.02 billion in 2016 is forecasted to grow with a healthy growth rate of more than 21.03% over the forecast period 2018-2025. The major factors speculated to augment the markets are technological progressions in the cloud and big data analytics to manage, design, and improve end-to-end consumer experience process, growing espousal of customer experience management solutions
Global Peptide Synthesizer Market 2018 - AAPPTec, CS Bio, PTI, CEM, Biotage
Accord Market, recently published a detailed market research study focused on the “Peptide Synthesizer Market” across the global, regional and country level. The report provides 360° analysis of “Peptide Synthesizer Market” from view of manufacturers, regions, product types and end industries. The research report analyses and provides the historical data along with current performance of the global PP Pipe industry, and estimates the future trend of Peptide Synthesizer on the
Global SQM and CEM Market Size, Industry Status, Analysis, Overview, Manufacture …
Market Research Hub (MRH) has recently broadcasted a new study to its broad research portfolio, which is titled as “Global SQM and CEM Market” provides an in-depth analysis of the SQM and CEM with the forecast of market size and growth. The analysis includes addressable market, market by volume, and market share by business type and by segment (external and in-house).The research study examines the SQM and CEM on the
Customer Experience Management (CEM) Market: Promising Growth Opportunities & Fo …
Customer Experience Management (CEM) is getting a lot of attention in the technology market. CEM is a solution through which an organization can interact with their customers and analyze customer behavior, purchasing patterns, satisfaction, complaints, insights and their overall experience. Organizations have to reach out to customers and hence are applying this customer centric approach. Get PDF Sample of This Report @ https://www.transparencymarketresearch.com/sample/sample.php?flag=B&rep_id=714 This approach helps organizations to analyze customer insights and
Customer Experience Management (CEM) In Telecommunication Market to Reflect Impr …
CEM can be defined as a management technique that acquires relevant information about the customer, through different types of interactions. This acquired data is useful for improving the customer’s experience in the future. Customer’s experience develops over a period of time, influenced by the services offered to them. When a customer is ready to purchase more than one service, it becomes essential for the company to generate a complete profile
Global Peptide Synthesizer Market-CS Bio, CEM, Biotage, Activotec
Global Market Study Evaluate on Peptide Synthesizer Industry by Type, Manufacturers, Application, Type, and Regions, Forecast up to 2022 The scope of the global Peptide Synthesizer market report is: Global Peptide Synthesizer MarketThis report offers a comprehensive evaluation of the Peptide Synthesizer market. It does so by in-depth qualitative insights, historical Peptide Synthesizer market data, and verifiable projections about global Peptide Synthesizer market size. The projections featured in the Peptide Synthesizer market