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Comparing CEM and CRM: A Literature Review

Authors:
Marie-Noëlle Forget
Pierre Hadaya

Keywords: customer experience management; customer relationship management; literature review

Abstract:
Despite the increasing interest given to Customer Experience Management (CEM) in both the literature and organizations, there is still confusion surrounding the concept. Moreover, CEM is often confused with Customer Relationship Management (CRM) and the relationship between both is unclear. Given the recent rise in CEM software on the market, as well as the already well-established CRM software available, it is important to understand what the differences are, if any, between CEM and CRM to guide the future development of software packages. This paper reviews the literature on both CEM and CRM and analyzes definitions of both concepts to identify if there are major similarities and differences between them. We find that while they are different, they do share important similarities. It would thus be more convenient and efficient to develop CEM software in collaboration with CRM software.

Pages: 6 to 12

Copyright: Copyright (c) IARIA, 2024

Publication date: April 14, 2024

Published in: conference

ISSN: 2308-4391

ISBN: 978-1-68558-155-8

Location: Venice, Italy

Dates: from April 14, 2024 to April 18, 2024