ExperienceCurve by Karl Long

I’ve noticed a disturbing trend that CRM companies are trying to cast themselves and even rebrand/reposition themselves as CEM (Customer Experience Management) companies. CRM can certainly be part of the solution but I believe any company that thinks that the challenges around building deeper relationships with customers through customer experience is a technology problem is going to flush a tonne of money down the toilet. Miring yourself in more quantitative data about the customer is not going to move you forward.

In the end you’ve got to think about real people and how you can build a relationship with them over time, how you can connect with them in the most appropriate ways, and you can help them be more creative and more fulfilled through their association with your company. Believe me, another CRM system is not going to achieve that goal. A little qualitative research about your customers needs, desires and goals, a look at the competitive landscape, and some holistic thinking about your products, services, and every interface that customers have with your company, will give you a great starting off point.