CRM is how a customer looks to a company, while CEM is really how the company looks to the customer.
CRM comes after the experience, and CEM works hard on anticipating it.
2. TABLE OF CONTENT
âȘCustomer Relationship Management (CRM)
âȘCustomer Experience Management (CEM)
âȘCRM VS CEM
âȘWhy Customer Engagement Management?
âȘSteps to set up a CEM System
âȘCustomer Experience Tech Stack
âȘCEM Platforms
BY JOUD KHATTAB 2
3. GENERAL QUESTIONS
1. What are the best growth management tools?
2. What is the customer experience tech stack?
3. What are the reviews for CRM and CEM?
4. What are the different kind of CEM?
5. What is the best CEM for VOD?
6. How to integrate CEM with application?
7. What goes into CEM setup?
8. What are CEM best practices?
9. Is there a framework to follow?
BY JOUD KHATTAB 3
4. A COMPARISON FOR GROWTH
MANAGEMENT, CUSTOMER ENGAGEMENT
AND RELATIONSHIP PLATFORM
Goal
BY JOUD KHATTAB 4
5. CUSTOMER RELATIONSHIP MANAGEMENT
(CRM)
âȘCRM is a model for managing a companyâs interactions with current and future customers.
âȘIt involves using technology to organize, automate, and synchronize sales, marketing, customer
service, and technical support.
âȘCRM is essentially a database that enables the company to use it to collect interactions with
the customer to log them and link them to a single customer view. Each âcustomer cardâ
includes logged hotline conversations, emails, served invoices, payments made or noted,
service requests, products used, and solutions delivered by ticketing systems.
âȘThe systems essentially help companies to manage integrations and improve service levels.
Another important aspect is the ability to automate the sales processes so that the sales
management processes can be easily streamlined to increase lead conversions for clients. It
includes functions like lead assignment, building opportunities, and keeping track of them, etc.
BY JOUD KHATTAB 5
6. CUSTOMER EXPERIENCE MANAGEMENT
(CEM)
âȘCustomer experience/engagement management (CEM or CXM) is the practice of designing and
reacting to customer interactions to meet or exceed customer expectations and, thus, increase
customer satisfaction, loyalty, and advocacy.
âȘIt means getting to know customers well by collecting data from all touchpoints, analyzing the data,
and using it to deliver personalized engagement back to those touchpoints. This can work to
increase loyalty to your brand, result in increased revenues, and decreased churn.
âȘSome standard models of these platforms include multi-channel automation, big data that connect
all data sources, and robust data visualization and algorithms that analyze and score customer
content preferences on different channels.
âȘCEM is the collection of processes a company uses to track, oversee and organize every interaction
between a customer and the organization throughout the customer lifecycle.
âȘThe goal of CEM is to optimize interactions from the customer's perspective and foster customer
loyalty. To manage the customer experience, a company needs to create a customer-centric
strategy that encompasses all interactions.
BY JOUD KHATTAB 6
7. CRM VS CEM
âȘCRM is how a customer looks to a company, while CEM is really how the company
looks to the customer.
âȘCRM comes after the experience, and CEM works hard on anticipating it.
BY JOUD KHATTAB
CRM
âLeft Brainâ
Customerâs Value
to Enterprise
Systems and
Transactions
Functional Value
CEM
âRight Brainâ
Enterprise to
Value
People and
Interactions
Emotional Value
7
8. CRM VS CEM
CRM CEM
Targeted Users Sales Marketing
What It Does
Manage and automate the sales
pipeline, store interactions with
customers and prospects
Understands the customer life cycle
and provides personalized experience
in all touchpoints
Effect On
Customers
Increases satisfaction by providing
better services
Increases loyalty and advocacy, ROI
and reduces churn
Customer
Information
Mostly a singular viewpoint, the
customer card
Gives a general overview of the
customer life time-value
BY JOUD KHATTAB 8
11. WHY CUSTOMER ENGAGEMENT MANAGEMENT?
âȘTo create an active and engaged online user-base, resulting in more value for users
and better monetization.
Conversion
+37%
Retention
+15%
CLTV
+109%
BY JOUD KHATTAB
50% of Users are not using the service they paid for; 90% of
which will eventually cancel
11
12. THE CUSTOMER ADOPTION MODEL
âȘThe first step is adopting a model that is
inline with the value delivered to the
customer.
âȘAs a customer evolves, their usage tells
us whatâs going on:
ï More usage, more value
ï Less usage, less value
ONBOARD
FAILED
NOT USING
DECREASE
START
FIRST
VALUE
USERS
USAGE
FUNCTIONALITY
GROW
BY JOUD KHATTAB 12
14. HOW TO CREATE A GOOD CUSTOMER EXPERIENCE
âȘCEM/CXM requires companies have a 360-degree view of customers, with
integrated, up-to-date data on customer accounts.
âȘThere are 4 critical steps to creating a successful customer experience strategy:
1. Understand your customer:
ï The first step is understanding customers' needs and behaviors and creating customer segmentation based on these factors.
2. Create a customer vision:
ï Once the target audience is identified, the next step is to create a customer journey map. This helps identify customer touchpoints
and anticipate how customers will interact with the product or service and could help customer retention down the road.
3. Develop an emotional connection:
ï This step involves creating a brand personality that evokes emotions and connections for a customer and helps establish a
relationship betweencustomerand company.
4. Capture customer feedback:
ï It is important to measure customer satisfaction in real time. Customer feedback can help the company track customer perceptions,
enable quality monitoring and measure the success of the customer experience strategy.
BY JOUD KHATTAB 14
15. CEM MANAGEMENT TECHNIQUES
âȘCompanies rely on business intelligence and customer data analytics tools to learn
how to market and sell to customers in a more personalized, one-to-one fashion.
âȘPersonalization strategies include new technologies, such as:
ï mobile marketing, location-based services and beacons, which help companies identify where
customers are and market to them in real time. In some cases, the data can help companies give
consumers pointed information that may or may not be related to a discrete purchase. For example, a
stadium might use location-based services to inform consumers about which concession stand is proximal
and less-busy.
âȘThere is more incoming data to process from more sources than ever before, and this
data needs to be integrated with existing customer account data. The ability to
combine CEM system data with financials, ERP and inventory management, as well as
real-time data on social platforms, can be challenging.
BY JOUD KHATTAB 15
16. CEM MANAGEMENT TECHNIQUES
âȘCompanies also use emotional analytics to gauge whether customers benefit from
their interactions with the brand. Emotional analytics software can help analyze the
success of a variety of operations that are related to customer service.
âȘKnowledge management systems are also important tools for seamless customer
service. Agents can use these systems to look up product information and customer
interactions with other products. Agents can also combine this information with
customer data and inventory information to provide customers with account
information, product education and inventory.
BY JOUD KHATTAB 16
17. CEM SEGMENT
âȘGrand View Research has segmented the global CEM market on the basis of:
ï CEM Analytical Tools Outlook
ï EFM software, Speechanalytics, Text analytics, Web analytics & content management, Other analytics
ï CEM Touch Point Type Outlook
ï Stores, branches, Call Centers, Social Media Platform, Web Services
ï CEM Deployment Outlook
ï Cloud, On-Premises
ï CEM End-user Outlook
ï BFSI, Retail, Healthcare, IT & Telecom,Manufacturing, Government,Energy & utilities
BY JOUD KHATTAB 17
18. WHAT ARE THE FEATURES OF CEM SOFTWARE?
1. Map Customer Journey and Managing customers.
2. Design, Optimize and Test CX strategy.
3. Ticket management.
4. Managing inventory.
5. Partnership and teamwork.
6. Integrate people, processes and systems.
7. Customer self-service.
8. Reporting and analytics.
BY JOUD KHATTAB 18
20. 6-STEP TO SET UP A CRM SYSTEM
1. Map your customer journey
2. Define your business and sales processes
3. Create custom fields, stages, and pipelines
4. Migrate your customer information
5. Integrate your tools and automate manual processes
6. Add users and set permissions
BY JOUD KHATTAB 20
21. STEP 1: MAP YOUR CUSTOMER JOURNEY
BY JOUD KHATTAB 21
22. STEP 1: MAP YOUR CUSTOMER JOURNEY
âȘHow you setup your CRM strategy depends on what you need your CRM to do for
you. And what you need your CRM to do for you depends on how your business gets
customers.
âȘkey questions you need to answer:
1) How do people find out about you?
2) How do you know when theyâre ready to buy?
3) How do you close deals?
BY JOUD KHATTAB 22
23. STEP 1: MAP YOUR CUSTOMER JOURNEY
1) HOW DO PEOPLE FIND OUT ABOUT YOU?
âȘUnderstanding where they come from makes it easier to find more of them.
âȘAsk yourself:
ï How do potential customers find out about you?
ï How do you know?
ï Whatâs your first moment of contact with a new customer?
ï What actions do people usually take before they buy from you?
ï What information does a lead need to have before they become a customer?
âȘTo answer these questionsyou can:
ï Send your current customers a survey asking how they heard about you.
ï Look at Google Analytics to see organic and paid traffic to your website or app.
ï View the results of your Facebook ad campaigns.
ï Identify things your customers have in common.
BY JOUD KHATTAB 23
24. STEP 1: MAP YOUR CUSTOMER JOURNEY
2) HOW DO YOU KNOW WHEN THEYâRE READY TO BUY?
âȘHow do you know if someone is ready to subscribe? What takes a lead from âIâm just
exploringâto âI might want to buy this?â
âȘAnswer these questions:
ï When does a prospect become a lead?
ï How do you measure engagement?
ï Where is the handoff from marketing to sales?
ï How is that handoff managed?
ï At what point is the lead contacted by sales?
âȘFind the moments where potential customers begin to show interest in your service. They could
be:
ï Downloading content.
ï Submitting a form.
ï Signing up for your email list.
BY JOUD KHATTAB 24
25. STEP 1: MAP YOUR CUSTOMER JOURNEY
3) HOW DO YOU CLOSE DEALS?
âȘInterview you current customers
ï Ask about the problems they solved by using your service.
ï Determine the benefits your business has given them.
ï Find out if they had any hesitations or objections before buying.
ï See if they were looking at any competitors or alternatives.
âȘSurvey your target audience
ï Email a survey to your email list.
ï Post your survey in places they hang out online (social media, forums, etc.).
ï Add a pop-up form to your website.
âȘMine reviews on web of similar products and pay attention to
ï Language used in positive reviews.
ï Language used in negative reviews.
ï Common problems with the service.
ï Benefits of the product.
BY JOUD KHATTAB 25
26. STEP 2: DEFINE YOUR BUSINESS AND SALES
PROCESSES
âȘOnce youâve answered your key business/marketing questions, all you have to do is go
through them one at a time.
âȘThatâs the stuff youâll use your CRM to manage.
âȘWhat does this look like?
ï How do potential customers find out about you?
ï How do you know?
ï What customer actions usually happen before they move to the next stage?
ï What customer actions need to happen before they move to the next stage?
ï How does a prospect become a lead?
ï How do you measure engagement?
ï What makes a customer a good fit?
ï What do your customers have to go through before they convert?
ï What are the biggest obstaclesto conversion?
ï How could the deal fall apart?
BY JOUD KHATTAB 26
27. STEP 3: CREATE CUSTOM FIELDS, STAGES, AND
PIPELINES
âȘWhat are custom fields, pipelines, and stages?
ï Custom fields: are a means for storing and showing data that is unique to each contact.
ï Stages: are the steps of your sales process.
ï Pipelines: are groups of stages for one sales process.
BY JOUD KHATTAB 27
28. STEP 4: MIGRATE YOUR CUSTOMER INFORMATION
âȘItâs important to map out your custom fields before you put your information into a
new CRM.
âȘYouâll also want to map out the pipelines that your leads and prospects go into.
âȘDepending on your CRM, you can do contact migration in a few ways. Active
Campaign's migration services take care of most of the migration for you.
âȘYou can also import contacts with a .csv file. This makes it possible for you to import
segmented groups of your contact list at the same time. That lets you âtagâ contacts as
they come in, so you donât have to sift through your list and manually tag them later.
BY JOUD KHATTAB 28
29. STEP 5: INTEGRATE YOUR OTHER TOOLS AND
AUTOMATE MANUAL PROCESSES
BY JOUD KHATTAB 29
30. STEP 5: INTEGRATE YOUR OTHER TOOLS AND
AUTOMATE MANUAL PROCESSES
âȘWhat contact information do you gather from outside sources?
ï Social media interactions
ï Online purchases.
ï Membership signups.
ï Website tracking.
âȘIntegration Methods:
1. Native or Direct Integrations
ï Connections that have been built by the creators of the CRM, or creators of the other tool. These can be used right from the platform.
2. 3rd Party or Middleware Integrations
ï Connections made using a middleman that acts as a bridge connecting the two tools that otherwise wouldnât be able to communicate.
3. Application Programming Interface (API) Integrations
ï Connections made custom by using the code of the platform. These integrations can be the most specialized, but also require specialized
technical knowledge.
BY JOUD KHATTAB 30
31. STEP 5: INTEGRATE YOUR OTHER TOOLS AND
AUTOMATE MANUAL PROCESSES
âȘAutomating the flow of data to and from your CRM can free up 23% of your day work.
âȘWhat types of steps can you automate?
ï Contact capture & creation
ï Marketing and email automation
ï Engagement tracking
ï Lead Scoring
ï List clean-up
ï Contact segmentation
ï Status changes
ï Lead Routing
ï Deal creation
ï Task creation
ï Reporting
âȘTodayâs CRMs automate these processes, and make sure the information you add is both accurate
and formatted correctly.
BY JOUD KHATTAB 31
32. STEP 6: ADD USERS AND SET PERMISSIONS
âȘSet up user permissions to grant access in some areas, but restrict access to others.
Think about each userâs role and what is needed.
ï Marketing should have access to email automations and subscription forms, but probably wonât need
access to sales pipelines.
ï Sales will need access to their pipelines, but shouldnât be messing with the marketing automations that
nurture their leads.
ï Support will want to view contact information to help them resolve issues but wonât benefit from
accessing your integrations.
BY JOUD KHATTAB 32
33. OMNICHANNEL
âȘOmnichannel is a cross-channel content strategy that organizations use to improve
their user experience and drive better relationships with their audience across points
of contact.
âȘRather than working in parallel, communication channels and their supporting
resources are designed and orchestrated to cooperate. Omnichannel implies
integration and orchestration of channels such that the experience of engaging across
all the channels someone chooses to use is as, or even more, efficient or pleasant than
using single channels in isolation.
BY JOUD KHATTAB 33
36. WHY DO YOU NEED A CUSTOMER EXPERIENCE
TECH STACK?
âȘA marketing technology stack is a collection of technologies marketers use to conduct
and optimize their marketing activities.
âȘThese âMarTechâ tools support, simplify, and unify the collection, organization, and
utilization of user activity data across paid and owned channels.
âȘSome examples of how these benefits play out include:
ï Integrating disparate systems
ï e.g. data storage, partner integrations, data enrichment for cross-channel analytics, building audiences, etc.
ï Activation and campaign orchestration
ï e.g. audience and messaging segmentation, link/creative deployment, A/B testing, email, push, etc.
ï Advanced insights to improve decision making and ROI
ï e.g. data visualization, cohort analysis, mobile attribution, etc.
ï User flow optimization
ï e.g. A/B testing, deep linking, web-to-app banners, etc.
BY JOUD KHATTAB 36
45. FEATURES
âȘAnalyze
ï How your users are using your apps/website. Get deep user behavior insights
âȘSegment
ï Use the power of live user segments and messageusers in real-time based on their app/web behavior
âȘEngage
ï Interact with your users via personalized push notifications, in-app notifications, emails, web, SMS, browser
notifications and pre-built campaigns that auto engage users based on their lifecycle stage
âȘMeasure
ï Evaluate performance of these campaigns on our reporting interface or export data for external analysis to
your CRM, business intelligence or any other platform
âȘTrack
ï Follow KPIs that matter the most and keep a tab on the outcome. For e.g.: trace app uninstalls with the ability
to email those users who've uninstalled your app
BY JOUD KHATTAB 45
