Customer Experience Management (CXM)
Designing, monitoring, and improving customer interactions across all touchpoints to meet or exceed expectations and foster loyalty.
Proficiency Level
Level 1 (Follow)
- Follows established guidelines and scripts for interacting with customers professionally and courteously.
- Uses standard tools correctly to log customer interactions or basic feedback as instructed.
- Escalates customer issues or complex inquiries according to defined procedures.
Level 2 (Assist)
- Assists in deploying customer feedback surveys or monitoring social media channels for customer sentiment using predefined tools.
- Helps map simple customer journeys or touchpoints based on templates and guidance.
- Compiles basic reports on CX metrics (e.g., satisfaction scores, complaint volumes) from available data.
Level 3 (Apply)
- Maps customer journeys for specific products, services, or processes to identify key interaction points.
- Analyses customer feedback (surveys, comments, support logs) to identify specific pain points or areas for improvement.
- Implements targeted improvements to specific customer touchpoints based on analysis and feedback.
Level 4 (Ensure)
- Manages the overall customer experience for a specific product line, channel, or customer segment.
- Designs and implements CX measurement programs (e.g., NPS, CSAT, Customer Effort Score).
- Analyses CX trends, identifies root causes of dissatisfaction, and drives cross-functional improvement initiatives.
Level 5 (Strategise)
- Develops and champions the organisation's overall customer experience vision, strategy, and governance.
- Defines target customer personas and designs ideal end-to-end customer journeys.
- Aligns organisational culture, processes, and technology investments around delivering the desired customer experience.