When thinking about making improvements in a business, one of the key things the stakeholders must have in mind is the customers. What they want and do not want, what they think should change in the company, and their relationship, how happy are they with the services provided, etc. 

CEM is an approach that focuses on gathering data about customers’ experiences and tries to improve that according to the insight provided by that same data. CSAT is a survey methodology that measures how happy customers are with services by asking direct questions and getting valued answers.

CRM is a software-based tool used to collect data concerning customer relations with a company to better understand behavior and improve its services. Customer Care is the part of a business dedicated to providing what the customer wants in the way they best can provide the service.

All these tools are needed ingredients for success in a business; they all deal with customers and try to improve their services in general. 

A surefire way for a business to foster growth is by making customers satisfied. Now let’s look through each of these tools in more detail.

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Customer Experience Management (CEM)

Customer experience management or simply CEM is a series of practices or activities implemented inside an organization to better understand its customers’ experiences by coming in contact with lots of data from those same customers through surveys and other forms of collecting data.

Suppose a company is getting the right data concerning customer interactions. In that case, they can design, create, and produce better products for their customers, better services, better interactions, and better experiences all around.

Implementing CEM should allow the company to know its customers more in-depth. With exercises such as customer journey mapping and consistent customer CSAT and NPS survey calls, being great sources of insightful information. 

That way, it is possible to create personalized content that will foster loyalty in the clients, which is good because it guarantees future purchases.

These loyal clients will probably tell friends and family about a great experience, which is a highly potential way of gaining new customers. 

Ensuring and caring for a good experience should be valued, and tracking what customers think about those experiences through feedback is as important as it allows improvements to be made in specific areas.

That will allow gains such as a preference for the company to be stronger and increased sales since purchases can be made by existing customers and potential new ones.

Customer Care vs. CRM vs. CEM vs. CSAT

Customer Satisfaction Score (CSAT) 

When it comes to tools used in bettering customer services, one of them that comes in handy is Customer Satisfaction Score (CSAT), which is metric acting as a performance indicator for product quality and customer service, CSAT is expressed in percentage (%).

CSAT is perhaps the most used methodology in surveying customer satisfaction since it makes the job easier for both the customer and the company. 

Doing the survey and asking direct questions such as “how would you rate the service?” The answers are given on a scale from 1 to 5, for example (where 0 would be terrible and 5 would be excellent).

So simplicity is the strength of this tool, the survey can be done many times during the customer’s journey with the company, and it will not tire them like surveys that take five or more minutes; unlike those, CSAT is much quicker.

Because of its simplicity, this survey can be done at any moment, though there are some moments where it will be more reassuring. Right after an interaction or purchase, the client’s judgment is still fresh and accurate.

We can also make this CSAT survey a few months before a customer’s subscription renewal; it can be defining to know whether the client is happy with the service provided.

There lies an opportunity for the company to survey clients to know what can be better in their future experience.

Customer Relationship Management (CRM)

Customer Relationship Management is a software solution that works with data to build, manage, and maintain relationships with customers. These systems improve how a company does business and interacts with customers and potential customers. This way, the company stays connected to the customers and improves profits as well. 

A CRM tool will prioritize a company’s relationship with individual people and provide additional services and support during the relationship. Any department in a company can access its CRM system and use the available data to find customer’s habits, sales opportunities and increase productivity. 

New businesses can benefit a lot from a CRM system in nurturing growth since they are still on their way up and need to be ahead of their competitors.

CRM tools are known for being flexible and customizable so that they can be applied to any business line as a unique tool focusing on a single branch, or it can work along with other CRM tools and be a powerful approach to meet or exceed customers’ expectations.

Aside from software platforms, CRM is also composed of the best practices and strategies to deal with customer satisfaction issues and creatively find ways to solve those issues, keeping low the chances of losing customers to competitors.

When tracking customers’ contact information, companies can see more than interactions with the company. They can see the likes and dislikes of customers in the media, what they are saying about the company or the competition.

That kind of information can also be valuable for decisions to be made within the company when it is time to go through a service or product revamping project.

Customer Care

All the tools mentioned above have to do with an essential part of a business: Customer Care, which is the way the company or service provider treats their customers before, during, and after purchases have been made.

Showing that the brand is committed to caring and profits will ensure customers stay loyal to the brand and that in itself can increase sales, so profits should be looked at as a secondary thing. 

It is vital to have an emotional connection with customers as they are the most critical asset of a business; it should be about them.

Many are the ways a company can adopt to ensure good customer care. Preparing a particular line to support customers, help them on social media, having a company websites, and customer care centers are some examples of the ways a customer can come in contact with a company.

Channels are an excellent way to do that, and the people in front of those channels need to be well trained to handle issues in a way that will foster trust. 

If a customer trusts the person listening to his/her issues, that is the first step in solving that issue and make the customer satisfied.

Satisfied customers make a big difference in a business; not only do they stay loyal to the brand, but they can also indirectly help the company with advertisements of the brand. Think about the word of mouth publicity, which will happen when the customers are commenting about how great an experience they had with a specific brand.

CEMThe entire strategy to ensure customers love their interactions with the business. Collecting data from all customers’ interactions with the business and improving their experience at every touch point is key here.
CRMSet of tools and software that helps track customer behavior and recommend business decisions internally, intelligently recommend new products or services to customers, boosting sales and customer loyalty.
CUSTOMER CAREPart of the business that helps the customer whenever they need help or are facing issues concerning a specific product or service.
CSATA metric used to measure all of the efforts made around CEM and Customer Care to find areas that can be improved.


So, to sum up, there are many ways for a business that intends to grow to do so, one of the most powerful ones is ensuring that an excellent experience is core to the business, use powerful CRM tools to gather insights and boost sales and having an engaged and passionate customer care team.

There is not one single solution, one tool that is better than others. Companies should be exploring and getting to know more about these tools individually and combined, especially since they deal with a business’ most valuable asset, customers.

Emidio Amadebai

For the past 2 years, I have been working as the head of Customer Experience, Sales, Marketing, and Customer Finance at an international pay as you go solar home system company working in rural areas in Africa. After my previous 7 years working in B2B, IT&Telecoms industry, as a Service Delivery and Project Manager, having worked with Vodacom, Huawei, and other multinational companies. My job is to make sure we improve the lives of thousands of families, with access to electricity, utilities (radio, TV, lights), doing our very best so that they get the best-in-class customer experience, and succeed in acquiring the products for themselves.

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