Customer Experience Management (CXM)

Customer Experience Management (CXM), also known as customer experience management, refers to the strategic design and control of all experiences that customers have during their entire interaction with a company – from the first contact to purchase, usage, and service. The goal is to build an emotional connection between the customer and the brand, turning satisfied customers into loyal brand ambassadors.

CXM goes beyond classic customer loyalty programs and focuses on the targeted optimization of all touchpoints to create positive, consistent, and personalized experiences. Both objective quality features and subjectively perceived services play a role. The foundation is formed by social science models for customer satisfaction and psychological approaches to customer loyalty.

In saturated markets where products and prices are increasingly interchangeable, customer experience becomes a decisive competitive factor. Companies are therefore investing more in CXM to differentiate themselves through customer friendliness and service quality. 

CXM is applied in marketing, sales, customer service, and corporate communications and is increasingly supported by digital tools that analyze, personalize, and automate customer experiences. Measurement is carried out via satisfaction surveys, ROI analyses, and real-time tracking of customer interactions.

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