Which platform is better CRM or CEM

CRM: Customer Relationship Management is a business strategy that aims to understand and manage the needs of a company's current and potential customers in order to increase relationship value.

CXM: Customer Experience Management encompasses both the individual experience in a single transaction and the sum of all experiences across all points of contact and channels between a customer and the company.


CRM solutions are successful customer systems that are involved in the collection, storage, processing and transfer of data for personnel management, process efficiency and business analysis. But of course these areas offer little direct benefit for customers.

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Control of customers and employees

CXM shifts the focus from the use of software tools to control customers and employees, to the application of technologies to support a holistic customer-oriented strategy and to the provision of relevant, personal and superior customer service in order to achieve competitive advantages.

Timing is everything!

Another focus of the CXM solution is the application of customer information at the right time and in exactly the right place so that it can be used to create consistent customer experiences that delight customers.

Customer focus

The purpose of CRM is to help a company by enabling it to better understand its customers. For example, by focusing on marketing strategy, sales analysis and technical support, companies can understand who their customers are. This helps make the sales efforts directed at those customers more relevant.

Understand customer perception

Customer Experience Management (CXM), on the other hand, tries to understand and influence the customer's perception of a company and its products at the various points of contact in the customer journey. In this way, the company seeks to add value to its customers by encouraging them to spend more on its product or service. This brief introduction to CXM shows how different it is from CRM.

CXM is qualitative rather than quantitative, with a fundamental ability to make CRM information actionable. Where CRM systems have had difficulty making customer data usable at the point and time at which it can be used for the benefit of a customer interaction, CXM completes the information journey for a positive customer experience and measurable benefits.

Unique customer experience

A CXM solution should also offer a great customer experience on any channel or device that the customer wants to use, such as web, web chat, SMS, mobile, smart app, email or voice. The right choice helps to improve customer satisfaction, customer loyalty and response rates.

In several ways, CXM is intended to deliver the last mile of CRM - the interface between customer knowledge and customer fulfillment - and has the ability to deliver that customer information through channels and devices at exactly the time and place it can be used to create a customer experience to influence positively.


In the following, some functions are explained that help to distinguish customer experience management from customer relationship management. However, both try to gain customer trust in order to be able to close more sales.

Qualitative approach

While CRM software looks at customers in terms of statistics, CXM takes a more qualitative approach. It's more about the experiences customers have had when interacting with the company. The qualitative character of CXM expands the information gained through CRM and makes it more capable of action.

CXM is even more customer-oriented

Customer Relationship Management (CRM) seeks to increase the company's profitability by trying to meet customer needs as efficiently as possible while making a profit. CXM goes a step further by enabling customers to have good experiences not only to build a positive image in their minds about the company, but also to keep them coming back for more.

CXM encourages the company to consider the customer's perspective when making decisions. As a result, CXM enables the company to deliver a more personalized experience to its customers by keeping an eye on their preferences. So while CRM comes after experience, CXM works to anticipate it.

Applies the data obtained from the CRM

During the CRM process, a lot of the data companies get about their customers. CXM also uses the collected data, but more efficiently and with the focus on understanding a company's customers and giving them exactly what they want, when and where they want it.

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Does CXM replace CRM?

CXM is less about a new category of software to replace CRM and more about solving a decade-old limitation in CRM software of having the right data in the right place and completing the last mile of customer interaction.

What will happen to my CRM investment?

The core functions that are typically performed by CRM software systems are retained.

The transition from customer data to customer interaction is becoming more and more complex. Tracking customer demographics and transaction history is the starting point. The CRM software captures customer preferences, adds unstructured and social data. Furthermore, it supports the mobile and other channels and the linking of all this data. Because of this, they are fed into the right business process at exactly the right time, which increases the complexity dramatically.

CRM systems are important tools in the battle for customers and the public skepticism about poor customer service. You handle the complexity and support the customers in their integration cycle by bringing together data management, process automation and business intelligence.

CRM software will continue to be the workhorse that captures, migrates, and delivers everything needed to support CX initiatives - and further integrates or complements new, purpose-built CX applications that focus on collaboration, communication, personalization and focus on specific outcomes of customer interaction.

Regardless of the source of information, your customer experiences can be collected from anywhere and processed immediately - they deliver the results you need to shape your company. The CRM software can still store customer data and support internal processes. This customer data is critical to supporting CXM initiatives that focus on collaboration, communication, personalization, and specific outcomes of customer interaction.


CXM is still a topical issue that, due to its novelty and current ignorance, is sure to be misnamed and misused before a general understanding is achieved. And such a variation will initially cause many business leaders to wonder whether the entire concept is hyperbolic or a potential spoilsport.

In a Forrester study titled “The Customer Experience Quality Framework,” survey respondents said that the quality of the customer experience affects loyalty (81%), lobbying (81%), and increased spending (73%).

Companies that manage to deliver consistently positive customer experiences will enjoy increased referrals, loyalty, endorsement, customer shares, repeat business, top-line sales, and vocal supporters of promoting the brand in online and offline channels. Companies that hold back will be the source for their future-oriented competitors to secure new market shares.

Before that, Cesljar

My name is Davor Cesljar and I am an expert on CRM and the digitization of the customer experience. As the department head of Customer First, I advise companies - from start-ups to corporations - strategically in this area and combine my technical expertise in the area of ​​CX with individual customer requirements.