Customer experience management (CEM) is an inflection point in marketing—one that marketers should be using to gain advantages for their companies and their customers. CEM’s role is increasingly vital in a digital world where company reputations and customer loyalty can be gained or lost in an instant.
With CEM, the focus is on managing customer engagement in context across all touch points, whether a customer is looking for information, services, or to finalize a product purchase. Along the way, customer engagement can be enhanced by inferred or specific personal knowledge that a customer my opt to provide, such as age or income or other details, as well as digital data that can be captured easily and automatically, including location, search engine used, social networking community, and other information.
Attribution required: http://www.cmo.com/reporting/move-over-crm-cem-transforming-marketing-roi