There is a lot of discussion about the differences and/or relationship between CRM and CEM (Customer Think, 2006). Forrester Research seems to separate CEM as an unique discipline that is distinct from, but related to CRM (Forrester Research, 2005). Gartner on the other hand seems to leverage CEM as a skill set or practice within CRM (Gartner Research, 2006). Others see it as an extension of CRM to provide a true customer focus (Rance, 2006).

At its highest level, CRM defines what the company wants from the customer relationship and gathers the information and insight that is analysed against products and service to find opportunities to sell. CEM is the mechanism by which the customer is engaged to optimise the potential customer loyalty and long-term value that is defined by CRM (Rance, 2006). lees verder…

Organisations dealing with Customer Experience Management (CEM) are confronted with the question of how they can measure the actual customer experience. They often lack effective and accurate means of measuring the customer experience. Therefore it is difficult to show the return on investment (ROI) and because of that they don’t give CEM full attention.

Customer satisfaction and loyalty can be one way of measuring the customer experience. It’s easy to measure customer satisfaction and loyalty by themselves, but measuring them alone does not allow a business to influence or change the key aspects of customer experience. lees verder…

Differentiating your Organisation by Exceeding Customers’ Expectations

Many organisations fail when it comes to understanding their customers and use their intuition for their customers’ needs and experiences. In addition today’s consumers are more sophisticated and more willing to explore alternatives to products and services and how they are delivered. Getting closer to customers and effectively responding to their needs is a great way to boost loyalty and encourage deeper business relationships. Traditionally organisations created or improved long-term relationships and loyalty through Customer Relationship Management (CRM). However CRM tends to analyse and use (historical) quantitative data whereas Customer Experience Management (CEM) focuses on delivering distinctive experiences that delight customers across all contact moments during the customer lifecycle in a consistent way. lees verder…