From CRM to Customer Experience: A New Realm for Innovation
by Alexandra Thusy and Langdon Morris
Published in Business Digest, Paris -
January 2004

As the economy evolves and global competition increases, the leading edge of business continues to advance.  Not so long ago companies were considering how to improve customer service, but today service is a commodity; then they were investing big money in CRM systems to track customer data.  But today the leading edge has moved further still. 

New competitive pressures are growing around the customer's experience, and the key question is how to provide customers with compelling experiences that create enduring memories and lasting relationships. 

Table of Contents

What is Customer Experience?
Corporate Culture Translated by Employees
Service
Technology
Architecture, Design, Space
Marketing, Brand, Promotions
The Critical Intangible: Trust
From CRM to CEM
and From Experience Management to Experience Innovation