Archive for the ‘CEM’ Category

Customer Experience Management (CEM)

July 29, 2010

 Scenario:

U.S.airways came across a unique problem. Though many of their customers logged in their site, checked for flights, fare etc didn’t proceed to book their tickets. In short, there is a huge dip in U.S.airways business. Web Metrics results were quite interesting.

Many of their customers entered the flight numbers wrongly, so the site was unable to process their request. Annoyed customers changed their mind and as a result no business for U.S.airways.

When they corrected this error (?), (maybe an auto-popup flight number field instead of a text box), U.S.airways found almost 100 percent rise in their business.

So unless you don’t know how your clients use your website, you can’t say that whatever you have developed is user-friendly. The feature which sounds simple for you may be annoying for the clients.

This is referred as Customer Experience Management (CEM). There are many vendors deploy CEM for their clients (of course not in free of cost).

I am planning to explore the web metrics and post few more in this space.

Advertisements

%d bloggers like this: