Constant feedback is important in managing the experience and should be obtained as soon after the experience as possible. Feedback, then, serves two purposes. It is used:
- By front-line staff to improve the experience and make changes to processes immediately.
- As feedback to the customer strategy to ensure that customer objectives are on track.
Feedback is an important part of the real time, adaptive enterprise that is able to react quickly to changes in the environment. However, before an enterprise can manage the experience, it needs to have a customer-centric vision and strategy as well as the right collaborative culture for delivery. Enterprises also need the support of customer processes, information, technology and enterprise metrics to deliver it consistently.
See the CEM process diagram above.