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November, Volume 1, Issue 7

CEM requires more than just customer service skills

As businesses deploy customer experience management initiatives, they need more than technology. They need the right people—and not just employees with customer service skills. Rather, people in marketing, sales and IT will have to serve as diplomats on the many communication channels used by customers. In CEM, they’re all part of customer service. According to consultants and analysts, organizations and their employees need to master the following key areas: Collaboration. A customer’s experience crosses almost all departmental boundaries, from e-commerce to marketing to billing. Managers and employees alike will need to work in cross-departmental teams to ensure customer-related processes flow smoothly and that problems are resolved quickly, said Jeanne Bliss, president of CustomerBliss, a Los Angeles-based customer experience consultancy. “We need to teach people to be inclusive and to build collaboration muscle in the organization,” Bliss said. Customer problems can originate in a variety of places—billing, shipping and ...

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