What is customer experience management (CXM)? Customer experience management (CEM) is the practice of designing and reacting to customer interactions to meet or exceed their expectations, leading to higher customer satisfaction, loyalty, and advocacy*. Why is real-time customer experience management so critical to the business? In today’s world, customers expect brands to treat them as unique individuals and know their personal preferences and past behavior to create a more personalized & unified experience. Brands may have different touchpoints and departments, but consumers expect a unified & connected digital experience across different channels. According to leading industry sources, the importance of customer experience management will grow manifold for businesses. In a recent survey by Walker, it was revealed that 86% of consumers are willing to pay more for great customer experience. Gartner predicts that by 2022, profitability will replace customer experience as the CMO’s No. 1 strategic priority. And according to Clicktale, customers who have had an unpleasant experience on a brand website are 88% less likely to return.