Unfortunately, few companies have invested in measuring that customer experience, and fewer still have systems in place to manage the experience. Customer Experience Management (CEM), is a business strategy supported by an integrated platform that enables organizations to better capture and understand their customer experiences and build lasting loyalty. Capturing, evaluating, analyzing and responding to customers' experiences will allow organizations to continuously improve their businesses and enable the creation and development of a stronger brand through enhanced customer loyalty. CEM can be regarded as a new extension of CRM, although the implementation of a CEM system does not require the presence of a CRM system. Moreover, CEM's strengths lie in precisely the areas where CRM is weak. While CRM ends when the interaction with the customer ends,

CEM provides management with clear visibility of customer interaction processes, which can be used to identify weak points, enhance existing services or step-in to resolve problems, and is therefore considered a strategic solution. In today's market, the key is to win the customer's heart. Since the cost of acquiring a new customer is much higher than retaining one, companies do their utmost to maintain and gain customer loyalty. They show their commitment through how well they manage their customer relationships. To succeed, companies will resolve customer complaints in a timely fashion, employ efficient workflow processes, and provide the best customer experience possible. Businesses also benefit by taking advantage of customer experience, including complaint data and customer feedback, to improve products and services.