CEM has been recognized as the future of the customer service and sales industry. Companies are using this approach to anticipate customer needs and adopt the mindset of the customer.[33]
CEM depicts a business strategy designed to manage the customer experience and gives benefits to both retailers and customers.[34] CEM can be monitored through surveys, targeted studies, observational studies, or “voice of customer” research.[6] It captures the instant response of the customer to its encounters with the brand or company.
The aim of CEM is to optimise customer experience through gaining the loyalty of the customers in a multi-channel environment.[35]