Customer experience management
The goal of customer experience management (CEM) is to optimize customer satisfaction at each touchpoint of the customer journey. Definitions in this glossary include terms about marketing and creating a customer-centric view of business, the use of AI and RPA in martech, capturing and analyzing customer feedback and contact center automation.- virtual agent - A virtual agent (sometimes called an intelligent virtual agent, virtual rep or chatbot) is a software program that uses scripted rules and, increasingly, artificial intelligence applications to provide automated service or guidance to humans.