Utilising CRM for CEM is a Sign of Business Maturity
The concept of CRM is evolving. The economic climate in recent years has played a role in this. Clients can no longer afford to be loyal and strength of reputation is not enough to win and retain clients due to difficult market conditions, globalisation and increased competition. So, professional services firms are looking to adopt a more mature and dynamic application of the concept – i.e. customer experience management (CEM). It is becoming the latest buzzword in marketing circles – apparently replacing CRM as a concept. I, however, don’t believe that the two are that much different.
As published in IDG Connect in June 2014, to view full article please click here >>