What does customer experience management focus on?

Customer experience management is primarily concerned with ensuring that the brand is effectively integrated into all facets of the customer journey. This involves understanding customer interactions at various touchpoints and striving to create a seamless and positive experience from initial contact through to after-sales service. By embedding the brand in these processes, organizations can develop stronger relationships with customers, cultivate loyalty, and ultimately drive sales growth.

The other options, such as creating advertising campaigns, managing financial records, or enhancing product features, do not encapsulate the holistic approach that customer experience management entails. While these activities can contribute to a positive customer experience in their own right, they do not specifically address the comprehensive strategy of managing the entirety of customer interactions and perceptions regarding the brand.