CRM Meets Customer Experience: Moments of Truth for the Customer

Oldie but Goldie: While the discussions on CRM reach back to the 80s (of the last century), still the majority of CRM implementations are characterised by tremendous costs, going hand in hand with low adoption rates. The comparatively new discussion on Customer Experience Management does not gain traction due to the cross-functional character across the functionally structured organisation, processes, and applications. Companies with a lower level of know-how normally start with Marketing Automation (MAP) and later switch to more comprehensive CRM application scenarios. While loyalty management is nothing new, loyalty programs receive more emphasis due to (a) the strive for first-party data and (b) Retail Media.