From “Relationships” to “Commitments” (CRM, CEM & CE) | Sundae Talk [en]

Customer relationship management strategies must take into account the customer experience. From trust to commitment This video explains the importance of “Relationships” to “Commitments”.

Customer Relationship Management (CRM):

  • Focus: Managing and optimizing individual customer interactions across various channels (e.g., sales, marketing, service).
  • Goals: Improve customer acquisition, retention, and satisfaction by building stronger relationships.
  • Key features: Contact management, sales pipeline tracking, marketing automation, customer service tools, reporting and analytics.
  • Example: Using a CRM to track leads, manage sales opportunities, and provide personalized customer support.

Customer Experience Management (CEM):

  • Focus: Designing and delivering an overall positive customer experience across all touchpoints of the customer journey.
  • Goals: Increase customer satisfaction, loyalty, and advocacy by consistently exceeding expectations.
  • Key elements: Understanding customer needs and expectations, mapping the customer journey, measuring and improving customer experience metrics, feedback mechanisms.
  • Example: Conducting surveys to understand customer pain points, redesigning your website for improved usability, investing in employee training to enhance customer service.

Customer Engagement (CE):

  • Focus: Building emotional connections and ongoing interactions with customers to foster loyalty and advocacy.
  • Goals: Drive increased customer participation, brand loyalty, and positive word-of-mouth marketing.
  • Key elements: Personalized communication, interactive content, loyalty programs, community building initiatives, social media engagement.
  • Example: Creating interactive social media campaigns, offering exclusive discounts to loyal customers, hosting customer appreciation events.

Relationship between CRM, CEM & CE:

  • Think of it as a pyramid:
    • CRM forms the foundation: It lays the groundwork for managing individual interactions effectively.
    • CEM builds upon CRM: It takes a holistic view, ensuring all interactions contribute to a positive overall experience.
    • CE sits at the top: It leverages both CRM and CEM to actively engage customers and build long-term relationships.

In essence:

  • CRM helps you manage what you do for customers.
  • CEM helps you ensure you do it well.
  • CE helps you go beyond and create connections with customers.

Choosing the right combination:

The specific needs of your business will determine how much emphasis you place on each aspect. A good strategy often involves integrating all three for a comprehensive approach to customer-centricity.

For more information, please contact:

Sundae Solutions Co., Ltd.
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