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customer experience
Shaun Smith
  • By Shaun Smith
  • Sep 28 2009

Putting the customer before the technology: Make sure CEM learns from the mistakes of CRM

I think it's time to put down a marker and outline how we can avoid CEM (Customer Experience Management) technology investment repeating the same mistakes as the last decade or so of CRM (Customer Relationship Management) investment. Hence this post. Here goes...

Gartner, the information technology research and advisory firm, has reported that the global customer relationship management (CRM) market grew 12.5% in 2008 to $9.15 Billion from $8.13 Billion in 2007. Yet one study found that 55 percent of CRM installations drove customers away and diluted earnings.