Customer Experience Management (CEM) Overview

The aim of customer experience management is to strategically manage your organization’s interactions with customers in a way that ensures customer retention, growth, and profitability.

Oriel Incorporated’s approach to customer experience management solutions has two fundamental components: the Voice of the Customer (VOC) and customer value analysis (CVA). With these tools, we integrate advanced survey research and statistical analysis techniques to help you understand the key drivers of customer satisfaction to improve your organization's competitive position.

Voice of the Customer (VOC)

The Voice of the Customer (VOC) refers to understanding the expressed and latent needs of customers that your product or service can satisfy. Voice of the Customer data helps to identify the Critical to Quality elements (CTQs) that need to be addressed in process improvement efforts or through product or process design.

Oriel Incorporated’s VOC consulting services and training programs can help your organization:

  • Segment customers who may have different needs.

  • Determine needs that drive customer satisfaction in each segment.

  • Extract needs that customers expect you to meet but remain unstated.

  • Identify needs that can serve as strategic market differentiators.

  • Determine which products and services to offer to existing or new markets.

  • Specify critical features and performance requirements for products and services.

  • Focus improvement efforts for existing products, services, and processes on areas that will have the greatest impact on your customers.

Our VOC consulting services and training programs can be customized to meet the specific requirements of your organization. They can also be optimally integrated with your organization's business objectives and existing product or service development methodologies.

Customer Value Analysis (CVA)

Although it’s important to make sure that you are providing products and services that meet customer needs, customers will not select you on this basis alone—after all, your competitors are trying to do the very same thing. Customer value analysis (CVA) refers to the methods and tools for assessing your customers’ perceptions of you relative to your competitors. Research shows that customers compare products and services offered by different organizations in terms of the value they provide and then select the vendor that delivers the highest perceived value. To sustain and grow your market share, it is necessary to understand your customers' thought processes, both while they are making their purchasing decisions and while they are using your products and services.

Value Map
Customer Experience Managment Solutions

Oriel Incorporated’s CVA offerings can help your organization:

  • Sample the entire market, not just your organization's own customers, in order to assess your competitive position and target strategic areas for improvement.

  • Create a value map that shows how customers perceive your organization compared to your competitors.

  • Identify the critical performance and price factors that your organization needs to incorporate in order to improve your competitive value.

  • Select the most appropriate techniques for process improvement in the targeted areas.

  • Quantitatively estimate the impact of performance or price improvements on financial results.

  • Develop strategic plans for growth and profitability.

  • Create a surveillance system to enable strategic decision making by aligning VOC surveys, assessments of key dimensions of the customer experience, and the metrics of processes that deliver that experience.

  • Assess the effectiveness of improvement projects using survey results and, where possible, financial results.