The centrality of the experience: from CRM to CEM

The meaning “Customer Oriented” is no longer sufficient in a corporate vision. Technologies, channels, automations and new forms of engagement have significantly evolved customer expectations, their role in the Customer Journey and in the purchase process, and now the new focus point is the experience lived with the brand.
This is confirmed by the percentages recently analyzed:

  • 85% of users are convinced that the experience is the first factor to consider during the purchase process;
  • many as 89% say that the previous experience with the brand is essential for future purchases;
  • 75% would be willing to pay more to receive a unique and personalized experience

These numbers are very clear and the companies have strongly understood the value of the experience: to adopt the approaches focused on the experience means not only a better perception that the consumer can have the company (customer experience), but also in terms of business and revenues as:

  • Profitability (60% vs. 35%)
  • Growth / revenue generation (60% vs. 28%)
  • Market share (54% vs. 29%)

The 53% of companies are therefore convinced that building a unique experience generate distinction, involvement and profit. Although there are some complexity, in terms of process integration and enhancement of the changes related to the creation of a corporate culture and a multi-channel strategy, companies are approaching the Customer Experience Management (CEM).
The transition from CRM to CEM is thin and it’s a sort of evolution process: is no longer considered only the customer’s buying behavior, but the focus moves on his preferences, his use of the sites, more attention is given on his behaviors, on the management of services requested and received.
For the modern consumer, what counts is above all live and accumulate sensations, hoping to get always new sensationsZygmunt Bauman.