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Getting started with CEM is simpler than you think. Here’s a six-point cheat sheet of considerations:
 
1. Avoid overanalyzing CEM: Instead, focus on what provides value to the customer. That means thinking about becoming more relevant and providing a better brand experience. Many marketers tend to leave money on the table or turn people off by going too far.
 
2. Think total experience: Leading global hospitality company Hyatt discovered more opportunities to engage with customers by providing a better overall online experience. Instead of just recommending nicer rooms, the innovative company took digital services one step further and began offering online amenities, such as booking reservations for customers at nearby theaters, restaurants, golf courses, and other venues. The experience was wrapped around the stay at the hotel, but the value was in the hotel acting as a personal concierge. As a result, customer loyalty for the hotel chain has been increasing, as has the number of online bookings
 
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