The business value of CEM is best shown using before and after analysis techniques for typical CEM use cases. These use cases can be applied to different user groups, demonstrating that customer experience management delivers value.

Some use cases include:
- Closing the experience gap in voice and data services
- Network optimization and quality
- Device experience
- Mobile internet experience
- Monitoring new service launches (i.e. Mobile TV)
- Roaming experience
- Proactive customer management
- Proactive marketing and executive views