It is clear that the software itself, connection speeds and bandwidths have made CRM systems a more agile tool than they were back then. However, there are still many companies that are not fully evangelized about the importance of having a good CRM system to manage their databases and customer relationships.
In this scenario that we currently find how to use overseas chinese in australia data to boost sales ourselves in, that of the explosion of business intelligence and big data processes, many expert voices are beginning to appear who speak of a change of focus: the move from CRM to what they have called CXM , customer experience management.
What is customer experience management?
Customer experience, CX , or customer experience could be defined as the product that results from a customer's perceptions after interacting with a brand through any of its contact points.
These touchpoints can be physical or digital and can occur in a multitude of places and situations: the customer experience will range from the purchase itself in a store or on a website to the moment of interacting with a carrier who brings an order to our home, through a consultation with a customer service department or even seeing an advertisement in the press.
Due to this multiplicity of contact points, CX or customer experience is becoming increasingly important in companies, and it is now common to have staff dedicated exclusively to this issue when it comes to a large brand.
Differences between CRM and CXM
CXM is often confused with CRM due to a certain similarity between the core functionality of both. There is some overlap in functionality, but CXM is not just a rebranding of traditional CRM, as it is a step further in customer relationship management. On the contrary, CRM is primarily concerned with optimizing a company's internal processes.
CXM has technology with additional advantages and capabilities for building customer relationships. And CRM collects data through manual or batch input.
The CXM mindset also goes beyond the boundaries of traditional CRM in its strategy and processes. Moreover, as CXM is both a set of technologies and a set of processes, it enables a true cross-channel customer experience to be delivered.
With the advanced capabilities of CXM tools and software, businesses can gain a holistic view of their customers and track the insights gained to optimize customer engagement with the brand.
