Rebranding CRM as customer experience management: The road to ruin?

Many firms consider customer experience management (CEM) the successor of customer relationship management (CRM). One of the most dangerous pitfalls of this assumption is that senior leadership simply rebrands preexisting operational functions as paradigmatic of CEM. Because the 2011 Beyond Philosophy Global Customer Experience Management Survey uncovers that most ‘CE’ professionals lack any formal background in CEM, it’s time to clearly distinguish CEM from CRM, discuss some of the key drivers of CEM and offer suggestions.

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