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Why does customer experience management matter?Įffective customer experience management is more than just good optics or good PR. A company who wants to become more customer-centric uses CXM to put processes in place to track, oversee, and orchestrate interactions and engagements with customers.īecause CXM is both a set of technologies and a set of processes, and data doesn’t get siloed, CXM allows you to deliver a true cross-channel customer experience. The CXM mindset also goes beyond a traditional CRM in its strategy and processes.
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While CRMs gather data through manual or batch entry, a true CXM will enable a real-time flow of data to offer deeper insights into customer preferences and behavior. Where CRM mostly deals with optimizing the internal processes of a business, CXM offers an even more customer-centric approach in several ways-with new technologies, as well as processes, strategies, and customer-centric design.ĬXM differs from traditional CRM in the technology itself-with added benefits and capabilities for building customer relationships. CXM takes the next step in managing customer relationships. While there is some overlap, CXM isn’t a mere renaming of traditional CRM.
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What’s the difference between CRM and CXM?ĬXM is often confused with customer relationship management, or CRM, due to the similarity that they have in some basic functionality.