CEOs/COOs are looking at the wrong data…they look for trends while or after they happen, not searching for clues before they happen. Just ask your customers-they'll readily share what they like or don't like with a particular experience. What better way to learn strengths and weaknesses of an organization?

Why does it have to be so complicated? The best source is the customer and yet companies would rather do anything but ask a customer their opinion. Or if they do-more times than not, it’s impersonal and relies on a rating system-not the feedback itself. Companies who aren’t afraid to embrace good and negative feedback and acting upon it, are those that are thriving and moving light years ahead of their competition.

We can get wrapped around the axle with acronyms sometimes and forget what the "real" point is.

Kelly makes an outstanding point as well. If we're all dedicated to absolutely delighting the customer, well then, I think we have had a good day.

Thanks so much for the great comment Kelly. Excellent points one and all. I especially appreciated your comments that addressed the employee experience. Thanks for adding to the discussion Kelly.

Fantastic post! You definitely nailed it. Most companies do not fully execute their CRM initiatives and when they do they are product focused. Their goal is often what can the customer do for them versus what they can do for the customer. I completely agree that CEM is as you said about closing the gap between a company’s brand promise and the delivered customer experience. Successful organizations understand and embrace this.

Another key factor from your post was how successful leaders experience their products and service from the consumer point of view. I think this is critical to identify what's working and what's not. Too many leaders expect to learn about their business and consumers simply by reviewing data. They also spend way too much time in their offices or meetings rather than engaging their customers and employees.

One other important aspect to CEM is the employee experience. Employees directly impact the consumer experience and are expected to use all the tools that the bean counters have implemented. Without proper vision, communication, feedback , training and recognition employees will continue to deliver what they feel is appropriate. An engaged employee leads to engaged customers. You engage your employees through leadership, coaching and training.

Cheers!
Kelly

Thanks for comment. By the way, I don't view the link as self-promotion, but rather as adding value to the conversation. I'm traveling this week, but will follow-up with you next week to arrange the Skype call. Thanks Scott.

I wrote a lot about CEM earlier this year and I think I need to again after reading this!

Some good thoughts here that become more pertinent as I consult bigger and bigger organisations.

Also, not wanting to self promote, but I did a long restaurant analogy when I guest blogged for Ruud Hein here: http://www.searchenginepeople.com/blog/people-don…

I'd love to schedule a skype call at some point if possible BTW!

Scott