Integration of Customer Experience Management into the DNA of a service enterprise

Integrating customer experience management (CEM) into the DNA of an enterprise allows a company to recognize innovation opportunities that will potentially make their service unique. It will also assist the company in implementing those innovative ideas by focusing on their customers´ needs and wants. Moreover, integration of total innovation management (TIM) and CEM will help in reforming the service industry´s culture by allowing all employees to constantly contribute to ongoing innovation efforts at any time and any place. Currently, TIM has a product innovation focus. Integrating CEM and TIM partners the customer focus with the enterprise-wide innovation ecosystem and allows for the customer´s experience to become the focal point of every activity throughout a company, thus making TIM more applicable in a service enterprise. This paper surveys the existing research conducted on innovation management, total innovation management, and customer experience management. This paper summarizes innovation management and how it initiated TIM and discusses the importance of Customer Experience Management (CEM) for a service enterprise. Furthermore, it proposes that incorporating TIM and CEM must be the focal point in a service enterprise´s day-to-day business activities.