Customer Relationship Management CRM vs. Customer Service…
Although they might seem to bear some resemblance in their names and both tools are used to capture customer data, generically speaking), they have separate operational goals and business functionalities. Customer Relationship Management (CRM) and Customer Experience Management (CEM) [CEM includes Customer Service] are completely different aspects of the business model…Business Development vs. Customer Experience.
Customer Relationship Management (CRM)
According to techtarget.com…Customer Relationship Management (CRM) is a term that refers to practices, strategies and technologies that companies use to manage and analyze customer interactions and data throughout the customer lifecycle, with the goal of improving business relationships with customers, assisting in customer retention and driving sales growth.
CRM software captures transactional data (transaction event fact data) and helps a business integrate sales, marketing and customer support by analyzing customer data.
Customer Experience Management (CEM)
According to techtarget.com…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. The goal of CEM is to optimize interactions from the customer’s perspective and, as a result, foster customer loyalty.
CEM software captures experiential data (transaction event feelings data) and focuses on the ‘customer’s perspective’ and integrates the needs and wants of the Customer to help you make business product and service delivery decisions that lead to success.
CRM and CEM are not the same and there is no overlap in the business model!
Typical Customer question…
“If my existing Customer Relationship Management (CRM) software gives me data and insight about my customer, then why do I need a Customer Experience Management (CEM) software?”
In the words of Albert Einstein “[Anyone] can know. The point is to understand.” CRM is a great tool to gather data on your customers, to know what they bought [transactional event], data and numbers. CEM collects experiential data, the Voice of the Customer, to fully understand your customers!
Does your business model include a Customer Experience division with processes, policies, tools that fully supports your customer base?!
Let IAS help…
We have built Customer Service frameworks, internally for your employees and externally for your customers, designed and scalable for businesses of all sizes that offers a turn-key solution that will work seamlessly within your organization.
Get the depth and quality of CRM and CEM customer insight and the resulting lower customer acquisition costs to
fully understand your customers
InfoAge Solutions (IAS) is a premier Business Technology Service Provider that works with organizations, hands-on, to identify and implement proven business practices, strategic frameworks, infrastructure processes, staff development, and leading-edge technology solutions.