3 CEM pointers for every call center in the Philippines


Customer experience management, or simply called CEM, is the process of collecting and analyzing customers’ experiences with brand representatives. Companies do this to meet their customers’ individual expectations from the business, which ultimately strengthens consumer loyalty and satisfaction.

Almost every call center in the Philippines gathers data for CEM through phone transactions between the agents and the customers. These interactions include purchases with salespeople, assistance delivered by customer support representatives, and even inquiries answered via non-voice tools and social channels. Using the information gathered through these points of contact, businesses are able to successfully manage customer experiences following these three steps:


•   Complete the profile of each customer


Every CEM strategy starts by knowing who your consumers are and understanding what they want from your brand.

For this, call centers build a database of their customers each time they transact with the agents. And they don’t just get the name, demographic, contact details, and call log to make the profile complete; they list down any bit of information that could mold the customers’ expected level of service. This includes every customer’s preferences, responses, and behaviors.


•   Personalize interactions

Contact centers gather a complete customer profile to personalize individual transactions according to each customer’s personality. With this knowledge readily available, the call center representative will be able to sense when customers are most receptive and craft messages that suit their preferences and needs. Customers will then likely accept offers since the pitch was shaped based on the agent’s familiarity with the clients.


•   Know when to act


Every call is an opportunity to gather more customer data and elevate the service quality from the last contact, but this doesn’t mean that the agents should concentrate more on getting additional information.

Solving the issue at hand should always be the top priority. Thus, agents must time their approach to make data gathering and service improvement successful. For example, new patrons may need to be oriented about the products first before they could determine which among the items suit them best.

To meet expectations, boost loyalty, and drive satisfaction, businesses must not just know customers but also understand them. Every call center in the Philippines can use these three steps to strategize an effective CEM plan. Once equipped with a strong CEM structure, contact centers will be able to know customers beyond the surface.

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Alistair Roque

Alistair Roque

Alistair Roque works as a content writer and blogger for Open Access BPO, a Makati-based outsourcing firm. At present, he spends most of his time writing about modern marketing tools encompassing all forms of media including mobile, e-mail, social media, and other digital platforms. He also gives tips on branding strategies, search engine optimization (SEO), and content marketing. To learn more about the digital marketing and back office solutions you may visit or You may also want to follow me on Gplus

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