While CEM means a lot of different things to different people, TM Forum, a global, non-profit association focused on enabling service provider agility and innovation, defines it as the summation of every touch point between the provider and the customer.
As an established thought-leader in complex service management, the Forum has over 20 years of experience in understanding the needs and dynamics of the communications industry and how customer needs are met. As such, we just launched a new Customer Experience Maturity Model as part of our latest updates to our Frameworx suite of standards and best practices. This, in combination with our multi service provider CEM benchmarking study, enables service providers to benchmark their customer experience maturity against the rest of the industry.
This is an invaluable tool in today's competitive market, because rather than quantifying customer experience in terms of the top or bottom line, the model enables service providers to look beyond the "base requirements" of customer experience, and measure their processes, fix parts of the process that are not running as well as expected, re-calibrate and see what changes are having a tangible impact on their customer experience.
Instead of a myopic approach to customer experience in light of pressing revenue challenges, our Customer Experience Maturity Model allows providers to streamline their efforts with regard to their customer experience. After all, the tension between excellence in customer service and revenue is always going to be there, and it is essential that companies find a win-win across their organisation that meets both needs.
Martin Creaner is President and CEO of the TM Forum, a global, non-profit industry association focused on enabling service provider agility and innovation.
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