Customer Experience Management ... Technology?
About the time that we started having discussions here at CustomerThink (well, we were CRMGuru then) about the fact that the term "customer relationship management" had come to be equated with CRM systems, I noticed something about the press releases I was receiving.
Solution sellers were starting to tout their "customer experience management" systems.
I'm seeing these press releases more and more, and I'm wondering, is this rebranding? Is this a case of vendors running away from something that has (erroneously) been associated with failure?
How do customer experience management systems differ from CRM systems?
And if the whole CRM/CEM community arrives at yet another three-letter abbreviation to cover the whole spectrum of customer management discussions, will solution sellers change their system names to that three-letter name, too?
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Elaine Cascio
CRM vs CEM
Agreed, Gwynne! One of the points I make when talking to audiences about the differences between CRM and CEM is simple:
CRM is how a company perceives of (and manages) their customers. It is internally driven.
CEM is all about how your customers perceive your company. It's externally driven - a concept that is new to many in the CRM world.
Elaine Cascio
Vice President
Vanguard Communications Corporation
Graham Hill
CRM Plus CEM
Elaine
Whilst we all recognise CRM and CEM in the terms you describe, I think we should also recognise that they can be complementary to each other. CRM is the Push to CEM's Pull. John Hagel sees this interplay between push and pull as a key driver of business innovation. Done well, CRM plus CEM should equal much more than than the sum of their individual parts.
CRM is a foundation for good CEM, just as both are a foundation for the next evolutionary stage of customer-driven business, Customer Co-creation.
Graham Hill
Independent CRM Consultant
Interim CRM Manager
jed
I agree that CEM and CRM are
I agree that CEM and CRM are somewhat complementary to each other.
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