How to win with customer experience management

Highlights

You’ll learn about why you need a CXM:

• Drives revenue growth: Positive experiences lead customers to spend more, increasing customer lifetime value (CLV)
• Enhances satisfaction and loyalty: Prioritizing CX turns happy customers into loyal brand advocates, increasing referrals
• Saves costs: Retaining customers costs less than acquiring new ones and CXM reduces churn and acquisition expenses
• Supports omnichannel strategies: CXM integrates platforms, ensuring personalized, consistent experiences across all channels
• Improves efficiency: Automates data, reduces manual tasks and streamlines operations to maximize resources

How do you win your customers? Does affordable price attract them, or is it your product’s features or a personalized message they received while browsing your website, app or social media? Are marketing ads running on Facebook bringing more customers to your website?

While all contribute to winning customers, you never know which one triggered their action. Why? Your customers look at the collective experience they had with your brand. It’s the experience that you deliver that matters the most. Every interaction with your brand should be stress-free, enjoyable and personalized. 

With 64% of customers giving preference to customer experience (CX) over price, your CX can be the difference between success and failure. 

That’s where customer experience management (CXM) enters. 

You need a strategic approach to deliver positive interactions at every step of the customer’s journey. At the end of the day, your goal is to encourage them to become loyal customers, retain existing ones, improve customer relationships and increase brand advocacy. 

So, it’s first important to understand what CXM is, its core components, how it differs from customer relationship management (CRM) and why you should integrate your CXM with a headless content management system (CMS).

What is customer experience management?

Customer experience management, CXM or CEM, is a strategic method a company uses to manage, handle and improve interactions a customer has with a brand. It tracks the entire customer journey, from when they first heard about your brand to purchasing and ultimately seeking service support. Successful customer experience management aims to ensure every touchpoint exceeds what customers expect. 

Let’s understand CXM using an example:

Imagine a customer shopping online at your clothing store. They browse some products, maybe add a few to their cart, but then get distracted and leave without checking out. A day later, you send a friendly email—"Hey, you left these behind! Here’s a little discount to help you decide." The customer takes the offer, completes the purchase and receives a warm thank-you email shortly after. The email even seeks feedback on their experience.

If the customer has a question about their order and reaches out to support, the customer service team knows what was purchased and can assist without asking them to repeat details. Every step feels smooth and personal. This shows the store genuinely values the customer. 

After a deeper understanding of what CXM is, let’s understand how it differs from a CRM. 

CXM vs CRM

Why is CXM important?

Drives customer lifetime value and revenue

Your customers spend 140% more after a positive experience than customers who encounter negative experiences. That’s the power of CX. Customers return after experiencing positive outcomes and they willingly pay higher prices. Those who feel recognized by companies are less likely to move to competitors, resulting in higher earnings and enhanced customer lifetime value (CLV).

Increases customer satisfaction and loyalty

CXM works on the principle of being customer-first and focuses on what they need to do everything possible to increase their satisfaction level. Happy customers are loyal and will share product or service reviews and even recommend your brand to others. Positive referrals from existing customers can accelerate your growth, and you’re likely to witness higher growth than companies that ignore CXM. 

Builds a solid customer base

Customer experience management (CXM) builds a loyal, profitable customer base. Businesses can attract high-value customers by focusing on creating smooth, personalized customer experiences at every touchpoint. Take Amazon, for example, their recommendation system is fast and delivers superior experiences and hassle-free returns, making customers feel understood and valued, which is why so many people stick with them. 

Saves costs

A great customer experience strategy reduces the cost of acquiring new customers. Since the cost of acquiring new customers is five to seven times more than retaining existing customers, a good customer experience management solution saves you a lot of money. Positive word of mouth generated by your existing customers reduces marketing spending and acquisition expenses. Customer experience management software optimizes your operations by automating tasks and removing unnecessary steps, ensuring efficient and smooth business operations. By using resources more effectively, you can save time and money. 

Delivers omnichannel customer experiences

CXM is the backbone of effective omnichannel strategies, connecting you with customers across multiple platforms. By collecting data from various customer touchpoints, CXM makes every interaction personal and consistent. A unified approach empowers you to personalize customer engagement, deliver relevant content and offers and support personalization depending on customer preferences and history.

Increases operational efficiency

CXM makes you work smarter instead of harder as it reduces unnecessary steps across customer interaction channels. The process of centralizing customer data removes repeated manual activities such as data entry and frees up time and resources. The automated process handles extensive customer requests, orders and feedback with speed and precision.

Why are companies using headless CMS in CXM?

Companies continue to adopt headless content management systems (CMS) in their CXM for better flexibility and agility in creating meaningful customer experiences. As the headless CMS separates the back end from the front end, the content creation process is separated from how it’s delivered. You deliver consistent content on all your digital channels using a headless CMS.

Integrating a headless CMS with a customer data platform (CDP) like Lytics occurs through application programming interfaces (APIs). A customer data platform extracts purchase data and behavioral patterns to help you create personalized content. 

For instance, a travel company sends tailor-made promotional emails and push alerts for customers searching for flights to Italy in real time. But how does it get all this information? It integrates its headless CMS with its CXM.

Benefits of using Contentstack for CXM

The headless CMS from Contentstack enables your business to constantly deliver tailored customer experiences. Contentstack serves as a leading choice for enterprises undergoing CXM transformation. The following benefits make this tool a must for CXM:

Builds customer loyalty

Contentstack allows businesses to deliver personalized experiences by providing content that matches the requirements of various customer groups. The flexibility of a headless CMS allows businesses to adapt their content and visuals based on customers’ behavior and purchase history. Such personalization builds brand loyalty and customers are likely to recommend your brands to others. 

Drives personalization through data

Advanced analytics gives you actionable insights about your audience, their preferences, likes and dislikes. You can analyze user behavior and use the data for meaningful, personalized content that truly resonates.

Enhances engagement

By combining agile workflows, intuitive content management and advanced personalization, Contentstack enhances engagement throughout the customer journey. Rich, interactive and relevant experiences motivate customers to keep interacting with the brand, leading to stronger relationships.

Creates an omnichannel experience

Contentstack effortlessly delivers content across your websites, mobile apps, social media channels and smart devices. It delivers a consistent message on every platform where customers interact with your brand. Your customers no longer witness two different offers or content about the same product on two digital channels. 

Real-time content delivery

Adaptability makes Contentstack different from other headless CMSes. The platform allows you to publish updates in real time. Whether it’s reacting to market changes, customer feedback or new trends, you can keep your content fresh and your audience engaged.

Case study: How Taxfix transformed its customer experience with Contentstack's headless CMS

Taxfix, a fast-growing financial services company, moved from WordPress and Elementor to Contentstack's headless CMS to upgrade its tech stack. Their content management is more straightforward, the website is faster and security is stronger. Taxfix saw a 30% increase in page load speed, 100% uptime, faster content updates and scalable workflows. Localization, global fields and modular blocks of Contentstack helped Taxfix’s team manage content across multiple regions and deliver consistent customer experience.

After using Contentstack, Jana Teuber, Product Manager at Taxifix, said:

“With our previous CMS, it took weeks to make even a small update. We knew something needed to change.”

Read the complete case study here. 

FAQs

What is a CXM? 

CXM is a set of strategies and technologies that help you manage and improve customer interactions.

What is the difference between customer relationship management (CRM) and customer experience management (CXM)?

The core function of CRM is data management but CXM works explicitly to improve customer interaction quality.

What role does Contentstack play in CXM?

Contentstack’s headless CMS delivers personalized experiences, real-time content updates and consistent engagement across all your channels. It makes customer interactions effortless and memorable.

Learn more

In the existing tech environment, responding and adapting to change sets you apart from others and helps your business thrive and grow. That’s why companies turn their heads to customer experience management. CXM places your customers at the center of everything and works to improve their experience with your brand. 

To take your customer experience to another level and encourage customers to keep coming to your brand, talk to us.