CEM is Not One-Size-Fits-All

By: Lisa Sigler

July 13, 2016

CEM Programs
CEM Solutions
customer experience management

Everyone seems to agree that customer experience management (CEM) is an important strategic initiative, but what does it actually look like?

There’s no right answer. Every company must define CEM differently if they are truly interested in being customer-centric—because every company has different customers with different needs.

But it doesn’t mean that each company has to start from scratch. All companies should be thinking about the customer journey, managing each touchpoint, and listening to the voice of the customer. Beyond that, every industry has certain general things that a CEM program could include.

Here are few specific examples of what Clarabridge customers are able to do through their CEM programs:


  • Give corporate headquarters an overview of what is happening at your stores, while also providing individual store and department managers with specific feedback to act upon.
  • Measure customer reactions to the user interface and the fulfillment process to make online shopping a seamless experience.
  • Track the effectiveness of campaigns, promotions, and discounts.
  • Engage with customers through social media in near real-time in order to resolve issues and build loyal, vibrant communities.
  • Build and implement point-of-sale and after-sale satisfaction surveys to collect specific feedback.

Health Insurance

  • Dive deeply into the causes and frequency of member grievances.
  • Measure member satisfaction with your coverage, your policies, your website, and your participating providers.
  • Monitor customer feedback and social conversations to ensure confidentiality levels are compatible with HIPAA requirements.
  • Analyze demographics of your customer feedback to identify specific concerns of different member segments.
  • Understand and address the concerns of first-time insurance purchases as a result of the Affordable Care Act.


  • Assess customer reactions to fees, packaging, and services.
  • Create and share dashboards with insights regarding corporate and branch locations, to ensure a consistent CX whether customers are banking in person or online.
  • Detect fraud through identification of problematic trends and anomalies in customer feedback and teller notes.
  • Improve online banking experience by immediately recognizing and fixing broken processes and points of confusion.
  • Ensure regulatory compliance and fine reduction through catching and fixing issues before they are escalated to the authorities.
  • Realize call center savings with first call resolution and reduced call volumes.


  • Combine multiple sources of data, ranging from flight details and delay information to post-flight survey results, for a single view of the passenger’s customer experience.
  • Provide 24/7 social customer service, with alerts, routing, and response features to address passenger complaints in flight.
  • Customize data views so that maintenance personnel, flight crew, airport agents, pilots, and executives can all see the specific CX data they need.
  • Route maintenance complaints to maintenance staff, so that crews are standing by to fix problems before the plane touches down.
  • Recognize high-priority issues such as boarding policies that impact flight experience.

CEM is critically important, but it looks vastly different for different industries. What great CEM programs have in common is a focus on using customer feedback and other data to identify problems, make corrections, and improve the overall customer experience.

To find out what a strong CEM program could do in your industry, contact Clarabridge.


Lisa Sigler is Sr. Manager of Content Marketing at Clarabridge. For over 16 years, Lisa has used her writing and editorial skills to bring the value and benefits of technology to life. In her current role, she works to demonstrate Clarabridge’s position as thought leader and trailblazer in the Customer Experience Management market. Lisa holds a B.A. of English from Kent State University. Read more from Lisa on Twitter @siglerLis.2016-1486_clarabridge_demo_request_cta