Based on industry press and vendor marketing materials many visions of Customer
Experience Management (CEM) exists.  However, any vision for Customer Experience
Management must address a set of principles that give shape and form to an industry vision.  

Customer Experience Management should accomplish more than gathering and reporting customer related data; to be useful the information should be a driver to business success.  The industry needs to get beyond measuring and monitoring KPIs and KQIs; it needs insight into customer expectations.  Since customer needs will change as service performance improves, CEM must track and adapt to changing expectations.

As service improves, customers expect better service.  What satisfies customers today may not be sufficient in the future. Any CEM solution must be able to learn customer expectations and also to track and monitor those changing expectations.

Customers expect more out of services than just meeting technical performance specifications.  They expect services to be secure, easy to use, and satisfying.  Customer Experience Management must identify roadblocks and impediments to the full utilization of a service provider’s offerings.

Service providers use every customer contact as an opportunity to improve their relationship with the customer and to increase revenue.  Customer Experience Management should be identifying those customers that may need retention action or may be open to additional services.  These actions should not be limited to reactive contacts, but should enable proactive retention actions and proactive service offerings.

Finally, service providers run a business and Customer Experience Management must not only bring a customer focus to business decisions, but also a value perspective.