CEM Requires More Than Just Customer Service Skills

Sue Hildreth

As businesses deploy customer experience management initiatives, they need more than technology. They need the right people—and not just employees with customer service skills. Rather, people in marketing, sales and IT will have to serve as diplomats on the many communication channels used by customers. In CEM, they’re all part of customer service.

According to consultants and analysts, organizations and their employees need to master the following key areas:

Collaboration. A customer’s experience crosses almost all departmental boundaries, from e-commerce to marketing to billing. Managers and employees alike will need to work in cross-departmental teams to ensure customer-related processes flow...

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