Just when companies are becoming comfortable with the idea of Customer Relationship Management (CRM), a new term has emerged: Customer Experience Management (CEM).

The two are similar in many ways, not least in that they are both difficult to define. Neither can be identified with a unique product or a specific technology; rather, they both comprise a group of applications, technologies and analytics that orbit around a central premise.

The premises of CRM and Customer Experience Management are quite different, however, and are best understood when compared side by side.

Introduction

CEM and the Loyalty Curve

Categories of Customer Interaction

What does CEM look like?

Alignment

Tools and Methods
     • Customer feedback
     • Performance audits and monitoring
     • Learning Management
     • Incentives

Conclusion

Printable Version