CRM – tools geared to manage and analyze customer information CEM – tools geared to enable and enhance customer...
If we agree on those definitions (although I am sure that most vendors will claim that their products contain a bit of both), then CEM systems and CRM systems serve different, although complimentary, purposes. While CEM is about creating the best customer experience, CRM is about managing relationships while focusing on maximizing revenues. For example, a customer feedback system enables customer dialogue and falls in the CEM definition. A customer database or analysis tool will fall in the CRM definition.
Gartner recently announced that they believe the term CRM will be phased out and CEM will be used in the future. Many vendors use both terms to describe their products. The best advice I can give you is to first determine what you are trying to achieve as part of your customer-centric strategy and then select the tool you need to reach these goals.
Related Q&A from Lior Arussy
Find out the best way to use a customer segmentation strategy to design a retention model that allows you to hold onto current customers and provide ...continue reading
Read about how to make a more customer-centered and innovative workplace organizational culture, with tips on collaboration, education and the voice ...continue reading
Learn customer experience metrics, including how to track and measure the impact a website redesign may have on the online customer experience, in ...continue reading
Have a question for an expert?
Please add a title for your question
Get answers from a TechTarget expert on whatever's puzzling you.