What is Customer Experience Management?

Customer experience management (CXM) is the management of customer interactions through each physical and digital touchpoint in order to deliver personalized experiences that drive brand loyalty and increase revenue, according to David Clarke, global chief experience officer at PwC. Brands accomplish CXM programs through a combination of software, analytics, research and data-management systems. In recent years, several brands have infused CXM with Artificial Intelligence (AI) and machine learning engines that help manage customer data and predict future interactions to allow brands to serve relevant content.

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