Importance of CEM in Business Processes

Debra Morgan, Marketing Tech Outlook | Thursday, May 20, 2021

CEM solutions help businesses offer exceptional experiences, drive revenue growth and decrease operational costs.

FREMONT, CA: Customer experience management software usually performs a range of functions, including assisting firms to collect and analyze customer feedback to offer exceptional experiences at every stage of the customer lifecycle.  CEM platforms have different methods to customer experience management, including content management, in-page web analytics, and ticket management. While these methods represent various software categories and may not be comparable feature-wise, they all share a common objective of enhancing customer experience and, ultimately, a firm’s bottom line. Read on to know more.

A/B testing solutions help enterprises pinpoint what’s working and what isn’t in their quest to scale revenue and keep operational costs under management. Through them, firms can determine if a certain design element or feature is worth developing before allocating the budget and resources to have it created. Some of the more innovative A/B testing solutions can also assist firms to run targeted tests by displaying various versions of a page to different user segments based on demographics, device type, behavior patterns, or referral source – enabling firms to personalize user experience even further.

Often packed with features like session recording, click tracking, and mouse tracking, CEM platforms focusing on in-page web analytics assist enterprises in analysing and getting to the root cause of online customer behavior to enhance conversion and customer retention rates. Seeing how users are communicating with the web pages offers firms with all the insights firms need to produce personalized marketing campaigns, guide product and UX/UI design teams in prioritizing specific feature developments and updates and quickly diagnose and fix any issues that can cause negative user experiences like technical glitches, design defects etc.

Content management systems (CMS) commonly provide robust features for content creation, editing and publishing, along with ready-to-use templates, responsive themes, SEO tools, tiered permissions, multilingual help and more. Some of the best ones also come with powerful analytics tools that offer firms real-time insights into the kind of content customers like across all channels to continue offering consistent and personalized experiences.

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