What is a CRM?

Customer Relationship Management (CRM) software provides useful information such as the amount of money that a customer has spent, how long they have been a customer, or what they usually buy at your establishment. What they do not offer, though, is information about the customers’ experiences, sentiments, and other contextual information that can help to color in the history of the customer’s relationship with a brand.

This is where customer experience management software (a CEM) is helpful.

What is a CEM?

What is a CEM? A CEM focuses on the customer journey from the perspective of the customer. It brings in a whole new layer of data, including how a customer feels and why they do the things they do. The problem is that CEMs offer a fairly anonymized sense of a customer – they don’t connect the customer experience to a real person with all the valuable context of who they are.