In CRM to CEM, we can notice something that has gained an important place in the last decades when it comes to talk about businesses, and ita��s the role of the clients in them. As never before, customers have the power. The power to choose, the power to analyze, the power to purchase and the power to complain so that thousands of people will find out what happened, ruining the reputation of a brand or service or praising it if the review is good. So the customersa�� support has become a critical factor to retain their loyalty.
Among the new tools available to companies for having a better understanding and serve their customers is the Customer Experience Management (CEM) that is a new methodology to track all the actions and experiences that the client shares through various communication channels you have at your disposition. Computer Weekly said that some companies are beginning to have CEM managers whose role is to study the needs of customers and turn them into key differentiators.
To achieve this it is necessary to adopt a holistic approach to the customera��s experience. CEM then processes the overall management of customer experiences recorded in phone calls, emails, social networks and even in the same business transactions, reported Direct Marketing. Now, what are the differences between these 2 systems, CEM and CRM, since both of them are related to the clients? Well, while CRM has a salesa�� inclined approach, CEM becomes a great ally of the departments of marketing, because it includes the life cycle of the customer and provides a more personalized experience at all points of contact.
The differences between them are important
The CRM is inclined to B2B relations, while on the nature of the CEM, it tends to perform better in the B2C industry, argued Online Marketing, and clarified that to implement it properly requires a clear strategy and specific technologies. We hope that these differences have helped you know what is best for you to company.
From CRM to CEM there has been a remarkable evolution that has been focused in what the client wants, since the consumer needs are changing dramatically. Expectations are growing in relation to service levels and have more communication channels available.
The price and the product used to be the determining factors in attracting and retaining customers, but the market saturation and fierce competition have undermined these advantages factors. In response, companies now offer wide and varied product proposals, but consumers are confused about which product may be that best fits their needs.
In addition, their expectations regarding the quality of the treatment of the companies have increased. Consumers continuously demand more personal recognition and rewards in products, prices and services. They claim that the company offers the promise of new experiences, always thinking of customer interest.
Not surprisingly in this economy centered on experience, customers perceive that their relationship with a company is the determining factor regarding the benefit and loyalty to a brand. With all these challenges, companies need to urgently review their management strategies for customer relationship.
The only way to retain the customer base and increase market share is through experience, and unique customized products and services, and through individual treatment to each user. You must create a new model of relationship with the consumer that offers experiences designed to intentionally support the view that this is about their relationship with the company.
They complement each other: CRM to CEM
There is no perfect system; that simply does not exist. There is always something lacking, something that has to be improve in big ways. And this the reason for the correlation from CRM to CEM, since there are always attempts to improve campaigns involving target specific consumer groups, in order to reduce the volume and increase the response rate. However, a ratio of 5 percent for a shipment of direct marketing is a fabulous result. The problem is that this approach does not consider users interact with the view of the user itself.
In the current economic system, which focuses on experience, companies need to start seeing each consumer as a value and every interaction as an opportunity to increase this value. Instead, every interaction is an opportunity to reduce this value if the message or is the wrong approach. If 5 percent is an exceptional response rate for a typical marketing campaign, it means that 95 percent did not respond, meaning a reduction in that value.
Something else to add to the CRM to CEMa��s relationship is that the improvement of the consumer experience should not rely in marketing. Establishing a comprehensive strategy for its management is essential at every stage of the customer life cycle: from collection and inclusion, and to service delivery and retention.
Companies need to provide intentional experiences that put the client’s interests as the basis of every interaction. CEMa��s solutions enable companies to do this through the development and implementation of automatic management strategies that treat each user as an individual, while at the same time, support corporate goals.