Customer Experience Management (CEM) Assignment

Running head: CUSTOMER EXPERIENCE MANAGEMENT 1
Customer Experience Management
Name
Institution

CUSTOMER EXPERIENCE MANAGEMENT
2
Customer Experience Management
According to Schmitt (2010), customer experience management (CEM) is an assembly of
methodologies that companies use to track, supervise, and organize interactions between
customers and the organization throughout the lifecycle of a customer. Its main objective is to
maximize the interactions on the side of the customer with an end goal of fostering customer
loyalty. As such, managing customer experiences requires organizations to create strategies that
incorporate all customer interactions. Besides, CEM recommends that companies adopt 360
views of their customers, with integrated, and updated data on their accounts. Such interactions
are achievable through text, live chats on social media, phone calls, and website purchases. In a
competitive market, customer experience plays a crucial role in the overall success of the
organization. Retaining customers is often directly related to services they get from a company.
In business environments, new customers can be attracted to a company if the services they offer
are ideal for them.
Case study
For this research study. I will focus on Credit Union Australia (CUA) bank. A bank
offers several services to clients. Some of them include; everyday banking, loans, health
insurance, insurance, and foreign cash services among others. These services are accessible in
the banking hall, website, mobile applications, there social media pages, and through emails. For
the purposes of this research, I will limit my study on service delivery. As such, my focus will be
on customer experiences with CUA bank. Even though it is a very big bank in terms of
operations, my experience when I went to activate online banking was very devastating. I had to

CUSTOMER EXPERIENCE MANAGEMENT
3
wait for over two hours before I got served. From that desk, I was assured of getting a
confirmation email shortly but unfortunately it took two days.
Since I was disappointed with their customer care experience, I took the initiative to ask some of
their customer experiences management about their services. The results seemed the same to
what I experienced.
To achieve results for this study, I came up with a couple of survey questions to get an
insight of service delivery with CUA bank.
1. How many years have been using CUA bank?
a) 1-2 years
b) 2-5 years
c) Over 5 years
2. In a scale of 1-5, how can you rate the level of service delivery of CUA bank?
1 2 3 4 5
3. Among the following medium of service delivery, which one do you prefer most?
a) Banking hall
b) Website
c) Mobile applications
d) Social media pages
e) E-mails
4. Why do you prefer the mode of service selection chosen in number 3?
5. Have you ever been annoyed with service delivery at CUA? If so, what was the issue?
6. What was your best service delivery medium? And how was the experience?