Customer experience management (CEM) is the collection of processes a company uses to track, oversee and organize every interaction between a customer and the organization throughout the customer lifecycle.

So is Customer Experience Management (CEM) just a new term used to sell re-packaged Customer Relationship Management (CRM) software?


Although these two methodologies are quite similar, there are some key differences.

CRM software:

  1. Records business interactions with customers
  2. Allows recording of potential sales opportunities
  3. Provides automated pipelines for moving customers through the sales process

What is Customer Experience Management ?

Customer experience management often provides exactly the same functionality as CRM, but also focuses on the customer as a person, rather than simply a faceless client. In many respects CEM:

  1. Forces your business to look at itself from the customer’s perspective
  2. Forces your business to shape the experience you believe your customers want
  3. Is also interested in your customer’s thoughts and emotions

‘CEM’s premise is almost the mirror-image [of CRM]. It says that every time a company and a customer interact, the customer learns something about the company. Depending upon what is learned from each experience; customers may alter their behaviour in ways that affect their individual profitability. Thus, by managing these experiences, companies can orchestrate more profitable relationships with their customers’. CRM, MEET CEM BY PETER GURNEY

When using CRM software and methodologies it is often easy to reduce customers to a collection of facts and figures used to calculate future sales opportunities.

CEM seeks to add personality into the mix to create a more rounded picture of each client, allowing for better customer service and even more finely targeted insights.

Speak with ProAptivity, ProAptivity specialize in the implementation of Maximizer CRM. Contact us today on 028 9073 5630 for your free consultation to understand how CRM can benefit your business.

source: Workbooks

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