Customer Experience Management Vs. Customer Relationship Management

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Customer Experience Management Vs. Customer Relationship Management
I saw this comparison of CEM vs. CRM:
CRM: left brain, focuses on customer's value to enterprise, systems and interactions, functional value.
CEM: right brain, focuses on enterprise's value to customer, people and interactions and emotional value.
In other words: CEM is what CRM should have been or should be.
Do you agree or is CEM just a buzzword for CRM?

CEM versus CRM
Harry Klein, Member
When CRM started the apps were mainly sales management tools. Yes, I agree with the comparison. The good news is that we're seeing customer centricity becoming more and more a reality so the "C" in both CRM and CEM will have true strategic meaning for companies and their customers.

CEM versus CRM
Cameron Johns, Member
It seems that CEM is more front line and day to day while CRM is more of tracking your long term interactions with clients and customers.
CEM would be the attempt to present the business and it's products in the best possible light by manipulating or engineering the environment and touch points with the client to improve their overall experience of dealing with the business and getting their hands on the products.
This would be from even before the customers enter the business, from the exterior image cues to when they leave with the products in their possession. The "whole" experience from start to finish and beyond (warranty, after sales, etc).

Customer Experience Management Versus CRM
Ravi Krishnamurthy, Member
There is a very fine difference between CRM and CEM with CRM being a subset within the CEM umbrella. CRM involves a person to person engagement across different channels - face-face, social media, emails, phones etc. And the way that relationship progresses. CEM on the other hand will also include the product experience (ease of use or otherwise), the web experience, the brand connect. All the touchpoints which need not have a company person at the other end.

Customer Experience Management versus Customer Relationship Management
Jaap de Jonge, Editor
I'd say both are management concepts emphasizing the importance of the customer in everything we do in business. I am not sure one should be seen as part of the other.
CRM emphasizes the RELATIONSHIP between our organization, its representatives and the customers. CEM emphasizes the EXPERIENCES the customer has when he interacts in someway with our organization.
CEM is not just a buzzword, both concepts have their own merits and can be used as a central departure point for both strategic, tactical and operational client-oriented work. It depends on the situation which one is to be preferred.


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