If you’ve ever been involved in CEM consulting, you’d know how “managing” and “measuring” experience become the most important things on your to-do list…when in fact “creating” experience is actually more important. It took me a while to understand that “creating experience” is an entirely different field (experience design) and not too many people in CEM worry about it.
I think having a good working knowledge of XD is extremely important if you want to become a successful CEM consultant. Remember – design comes before management!!. If you don’t understand the design, it’s highly likely that you’ll have trouble managing it.
Here’s the wikipedia definition of XD and CEM.
XD – “Experience design (XD) is the practice of designing products, processes, services, events, and environments with a focus placed on the quality of the user experience and culturally relevant solutions, with less emphasis placed on increasing and improving functionality of the design. An emerging discipline, experience design draws from many other disciplines including cognitive psychology and perceptual psychology, linguistics,cognitive science, architecture and environmental design, haptics, hazard analysis, product design, theatre, information design, information architecture, ethnography, brand strategy, interaction design, service design, storytelling, heuristics, and design thinking.”
CEM – “According to Bernd Schmitt, “the term ‘Customer Experience Management’ represents the discipline, methodology and/or process used to comprehensively manage a customer’s cross-channel exposure, interaction and transaction with a company, product, brand or service.” Customer experience solutions provide strategies, process models, and information technology to design, manage and optimize the end-to-end customer experience process.”