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Customer Experience

The Customer Experience (Customer experience), encompasses the sum of experiences that a customer or buyer has with a company that offers services or products. This experience counts as the duration of the contract that has been made between the two parties, and can include a purchase, a use or a new discovery. Controlling the customer experience is essential for sales promoters. The so-called Customer Experience Management, which can be part of the CRM, controls this area.


For a long time, companies and their commercial promotion were aimed at selling products to potential customers. Other aspects of the purchase, such as customer satisfaction, brand awareness or experience with the service and / or the product, were not as important.

However, with increased competition, companies and advertisers increased their interest in the customer experience as it became apparent that satisfied customers ensured that products and services could find greater distribution; an effect that cannot be achieved through commercial promotion alone. Currently, Customer Experience Management is one of the most important factors for the success of a brand or company.


The Customer Experience it is an indicator of the success of the company or its products or services. In this way, the objective of this is to encourage customers to interact with the company, and thus have a positive experience.

In the long term, the positive outcome of having loyal customers must remain clear. The concept of Customer Experience It gives the company the challenge of satisfying the wishes and needs of potential customers and buyers by interacting with them.

Customer Experience Management =

Customer Experience Management (CEM for its acronym in English or CXM) takes care of the measures and processes necessary to meet the needs of people. Aspects of CEM also include the development of strategies, concepts and brand management. Customer Experience Management is the most important aspect of the entire business model.

Areas in which CEM has an impact:

Customer claims management

The faster a claim can be processed, the better the customer's experience with the company. Fair and generous treatment of a complaint can, for example, guarantee a positive experience, even if the customer is not satisfied with the product or service.


CRM stands for Customer Relationship Management and has the objective of improving the relationship with the customer. Through appropriate actions, positive associations can be created between the customer and the company.

Social media channels

In social networks, buyers and clients have the possibility of interacting directly with the company. Platforms are well adapted to establish customer needs.

Customer service

With customer service, each company has the opportunity to communicate directly with customers and buyers to learn about their individual needs and thus improve their service offering.

Product evaluation

Through product evaluations, online marketing can target particular objectives. Evaluations from different portals can be integrated into Google AdWords ads, for example, to influence or corroborate the customer experience.


Customer Experience Management has to make customer behavior projected. However, customer opinions and emotions cannot always be controlled. In this way, a marketing campaign is likely to suddenly turn into a disaster that has a negative impact on the customer experience. An example of this would be the Adidas advertising campaign in May 2014, in which footballer Lukas Podolski has a real heart in his hands.

The reaction from social media was enormous, contributing to a small dent in Adidas' image just before the 2014 World Cup. Therefore, every manager and CEO should be aware that sustainable Customer Experience Management It must be clearly aligned with the advertising activity of a company, since, fundamentally, with marketing through social networks, the behavior of the user and their attitude towards the brand can change quickly. CEM has to be flexible enough to react quickly to changes in the customer experience.

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