Customer Relationship Management
Customer Relationship Management (CRM) is the combination of strategies and instructions that the company uses to manage the interaction between the existing customer and organization. Additionally, the goal is to improve the relationship quality and retain the existing customers. In other words, CRM helps us to have a relationship with customers, guess their needs and provide a higher quality of services in order to satisfy customers. Ultimately, CRM will provide sales growth, marketing and customer support by analyzing data.
Customer Experience Management
CEM or CXM is the process of controlling the customers experience to our services in order to improve the customer experience. By collecting data and recording customer’s behavior, CEM can make a different personal experience for customers. While CRM focuses on managing the relationship with the customer, CEM concentrates on the customer’s experience in depth in order to know their real taste. The main goal of CEM is collecting and managing customer`s data in order to provide a different experience and hence, increase customer loyalty. It should be noted that customer opinion and feedback analysis is so important in this process. In order to be successful in CEM, you should have a wide view and updated information from the customer.
Successful Case Studies of CEM and CRM
At first sight, there is not a significant difference between CRM and CEM and thus, most people make mistake to distinct them. However, both methods have been designed to get a similar outcome. Here are some successful case studies in CRM and CEM:
Walt Disney company has made the exploring of Disney resort easier for visitors by presenting My Disney Experience application. For example, this application can estimate the time the visitor should wait in the line for each play and thus, visitors can manage their time in the land. Additionally, other features of this application include an announcement for showtimes, estimating the distance between visitors and lands and making reservations for restaurants.
The website of Amazon has always tried to be the best at customer experience management and electronic commerce. Amazon Go application is a technology that Amazon provides for customers to have a new experience. In other words, with this application user can pay for the product online and hence, there is no need to wait in the lines. The next one is Prime Air Delivery which can deliver the customer`s products in less than 30 minutes up to 2.5 kg. This Drone will provide customers a better experience of online shopping by fast delivering.
The next example is Prime Air Delivery, which delivers customers’ purchases up to 2.5 kg in less than 30 minutes. This drone provides customers with a better online shopping experience by sending purchases quickly.
The application of Starbucks has a feature that customers can order and pay online without waiting in the line. In addition, after each purchase, customers may have a credit in their account and after a specified amount of credits, they can have a free drink.
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