February 20, 2009
The CRM is dead, long live the CEM!
“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
