Sylvain Paillard

“Undermining experience, embellishing experience, rearranging and enlarging experience into a species of mythology.”
Roth, Philip

Who said that CEM (Customer Experience Management) was just a marketing trick to rejuvenate all the dusty CRM marketing material by simply replacing an ‘R’ by an ‘E’? Nonsense! But really, what is the big difference? If we remember well, the big slogan of CRM was mainly to increase the customer satisfaction, no? So what is all the fuzz about?

“CRM and CEM are similar in many ways, not least in that they are both difficult to define.”
Peter Gurney, Managing Director of Kinesis

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“We are getting into semantics again. If we use words, there is a very grave danger they will be misinterpreted.”
Haldeman, Harold Robbins

The semantic web is getting more and more attention, but although the W3C tries to set-up a well-defined standard, its deployment is so far as speculative as is the one of Web 3.0 in general.  On the other side, the search-engine industry increases regularly its ability to provide more comprehensive features going way beyond the simple projection of search keyword into an index of terms. While both sides tend to reach the same result (by restructuring the Internet versus by building a structure over raw data), these are not the two only possible approaches. Others try, for example,  to leverage a context out of the search queries and the navigation behavior to better identify the user intent and therefore provide him with more interesting results.

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