A Change of Perspective
Posted: Mon Jan 06, 2025 8:30 am
From Customer Relationship Management to Customer Experience Management:
CRM collects, organizes and displays the information that a company has about its customers to people working in different departments, marketing first and foremost. These are specific software that constantly store and analyze customer data and keep them in a single place, open to different business functions .
CXM does something different. We could say that to a certain extent it poland whatsapp resource inverts the direction of the relationship: in this case, it is the company that is presented to the customer, and not vice versa . This means that the consumer is placed permanently at the center of any business decision and that every action is aimed first and foremost at fueling their loyalty to the brand and motivating conversions and purchases.
If CRM must be constantly updated to offer effective support, the degree of “vitality” of CRM is even higher and its initiatives are constantly evolving. Starting from the customer’s perception of the brand, Customer experience management actions develop by measuring the sentiment that has developed during the interaction with the company and evolve both by identifying and correcting the elements that have been experienced by the consumer in a negative way and by amplifying those that have instead generated positive feedback.
Furthermore, the CRM perspective coincides entirely with the company's programs : the focus remains on sales initiatives and obtaining greater revenue. In general, it is a system that can also integrate with other functions such as customer service and technical assistance, but it requires a significant digital transformation to support a truly effective customer experience management overall. In any case, making the most of the data present within CRM systems is the indispensable initial step of any subsequent communication and customer experience management process.
CRM collects, organizes and displays the information that a company has about its customers to people working in different departments, marketing first and foremost. These are specific software that constantly store and analyze customer data and keep them in a single place, open to different business functions .
CXM does something different. We could say that to a certain extent it poland whatsapp resource inverts the direction of the relationship: in this case, it is the company that is presented to the customer, and not vice versa . This means that the consumer is placed permanently at the center of any business decision and that every action is aimed first and foremost at fueling their loyalty to the brand and motivating conversions and purchases.
If CRM must be constantly updated to offer effective support, the degree of “vitality” of CRM is even higher and its initiatives are constantly evolving. Starting from the customer’s perception of the brand, Customer experience management actions develop by measuring the sentiment that has developed during the interaction with the company and evolve both by identifying and correcting the elements that have been experienced by the consumer in a negative way and by amplifying those that have instead generated positive feedback.
Furthermore, the CRM perspective coincides entirely with the company's programs : the focus remains on sales initiatives and obtaining greater revenue. In general, it is a system that can also integrate with other functions such as customer service and technical assistance, but it requires a significant digital transformation to support a truly effective customer experience management overall. In any case, making the most of the data present within CRM systems is the indispensable initial step of any subsequent communication and customer experience management process.