GB962 Customer Experience Management: Introduction and Fundamentals R16.5.1

This issue of the Guidebook marks a transitional stage from managing the customer’s experience to managing the engagement with the customer (and the end user proxy). Customer experience loses no relevance or importance in this shift, rather the expected delivery of value is seen as the result of effective customer engagement. The digital service provider’s enterprise journey from CxM (Customer Experience Management) to CnM (Customer Engagement Management) is a matter of enterprise capability maturity, in contrast to an either-or choice. The full elaboration of best practices for advanced-stage maturity in customer engagement will be an ongoing effort in this Guidebook and the associated Addenda, which elaborate on key aspects of Metrics, Maturity Model, and Lifecycle Model approaches.