CUSTOMER INSIGHT: Customer experience management – how to get it right

It’s up to the marketing team to think about customer experience management. But what exactly is it and how do you get it right? Alex Blyth reports

Customer experience management (CXM) is not a new concept, but in the B2B world it is one that is often misunderstood. Too often it is seen as something for the customer service department to worry about, while marketers get on with the more complex task of brand management.

Yet, this ignores the fact the customer experience of a company is a significant part of what constitutes its brand.