By Dale Wolf
CRM and Marketing Automation stop short of a full solution for marketers who are responsible for communications with prospective and current customers. They create the messages and offers that establish and maintain the overall relationship with the customer.
Traditional CRM does a superb job at counting and analytics, but is not fine-tuned on the communications process that marketers use to initiate a proactive dialogue that shows customers you understand their needs and helps you match these customer needs to your products so you can accelerate targeted marketing, cross-selling and up-selling potential.
The difficulty with this operational approach to CRM is that in the end, customers don't care what you count. All they care about is the perceived value they receive.
CRM technologies focus on data acquisition processes and bringing data forward for analytical purposes so institutions can improve efficiency. Customer Experience Management takes this concept a step further and focuses on the customer communications and customer service output that most impact the effectiveness of the actual customer experience.
CRM uses explicit data to respond to well-defined customer situations (a right-brain orientation). Customers, on the other hand, select products based on feelings (a left-brain orientation). Customer Experience Management caters to both sides of the brain and relates to the whole person. This means dealing with consumers' implicit needs and emotions as well as their demographics and explicitly-stated needs.
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