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.- brand essence (brand mantra) - Brand essence, also known as a brand mantra, is a short statement that expresses the core of what that brand represents or the image it seeks to project.
- brand experience - Brand experience is a type of experiential marketing that incorporates a holistic set of conditions created by a company to influence the feeling a customer has about a particular product or company name.