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As noted previously, the term VoC is frequently used to describe the measurement of the customer experience; so is the term customer experience management (CEM). Consider a telecommunications company whose business model is signing up customers for a one-year contract for various wireless services. Market Research vs. VoC.
Customer experience management, sometimes abbreviated to CEM, is the practice of owning your customer experience and actively working to improve it. CEM means making changes to the way you do things. For example, feedback from a dissatisfied customer could be routed directly to the person responsible for the relevant touchpoint.
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