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Customer Experience Management (CEM) is a systematic approach through which an organisation designs, monitors, and improves every interaction that a customer has with the organisation. Customer experience includes the customer’s perceptions, emotions, satisfaction, and overall impression formed before, during, and after purchasing a product or service. The objective of CEM is not merely to provide satisfactory service but to create a consistent, convenient, personalised, and memorable experience that encourages customer loyalty and repeat business. Customer experience management covers several key areas. The first is understanding customer needs and expectations. Organisations collect information through surveys, feedback forms, interviews, social media, complaints, and purchase behaviour. This ______ _______ ______ __________ ___ _______ ______ ___ __________.
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