Customer Experience Measurement (CEM) is the practice of using trained individuals to anonymously evaluate customer service, operations, merchandising and product quality. CEM involves a deeper understanding of the customer’s psyche and the business environment where the actual customer experience takes place. Data on service performance is likely to be more insightful compared to a customer satisfaction survey if the objective of the study is to evaluate compliance with standards. If the average customer is not observant enough or keen on the service standards expected of the establishment, the customer may overlook these details and not paint a clear picture of the business’ service performance. A CEM study is a combination of qualitative and quantitative methods, and compared to other market research studies, CEM requires more involvement with the training and operations departments than the marketing or advertising departments of companies.

When location, pricing and product range are no longer unique, service is often the key to success or failure. It costs 10x more to get a new customer than to keep an existing one. One unhappy customer will tell 5 other people of their bad experience with service.

Monitors and measures service performance Improves customer retention Makes employees aware of what is important in serving customers Reinforces positive employee/management actions via incentive-based reward systems Monitors facility conditions Ensures product/service delivery quality Supports promotional programs Audits pricing & merchandising compliance Allows for competitive analyses Compliments marketing research data Identifies training needs and sales opportunities Ensures positive customer relationships on the front line

Automotive (Car Dealerships) Retail (Gasoline Stations, Supermarkets, Malls, Specialty Shops, Telecom Business Centers) Gaming and Entertainment (Movie Theaters, Amusement Parks, Tourist Destinations, Casinos) Health and Fitness (Fitness Services like gyms and spas; Health Care Services like Hospitals and HMOs) Restaurant Services (Fine-Dining, Bars, Quick Service Restaurants, Cafeterias, Fast Food Restaurants) Club Services (Country Clubs, Golf Clubs, Exclusive Business Clubs) Financial Services (Banks, Loan, Insurance Institutions) Hotel and Resort Services Travel (Airport, Airlines, Ticketing Offices, Travel Agencies) Government Agencies and Offices