Customer Relationship Management: Getting It Right!

2.3. Defining Customer Experience Management

As you saw in Figure 2-5, the lever labeled Customer Experience Management is comprised of what you do; it is all the company functions that have a direct impact on the customer – generally the operational functions of your business. There are two major groupings of functions: the back office functions that contribute to the creation of products and services, and the front office functions that interact with the customer directly and often deliver the product or service. Many companies, for example IBM, prefer terms like “customer facing” and “product generation” to label the front office and back office processes. (Some people feel that a “back office” is a place no one would want to work.) For simplicity, ...