CRM systems can improve customer experience by tracking customer interactions and by recording customer feedback.
CRM systems can improve customer experience. There is a body of academic research focused on the concept of Customer Experience Management (CEM). There are many CRM systems but not very many CEM systems. The primary difference between a CRM and a CEM is the nature of the data recorded and how it is collected.
CRM systems typically focus on understanding the customer so that the company can do a better job of sending marketing messages to customers. By knowing more about the customer the company can craft a message that is better suited to the customers interests and preferences with the expectation that such messages will result in higher sales and conversion rates.
CEM systems typically focus on understanding how the customer felt about the experience that they have had with the company. Generally, these feelings tell the company whether or not they need to make changes to things like store design, layout, website design, user interfaces, employee interactions and training for employees. These kinds of metrics are generally generated by customer feedback processes. Customer feedback processes may be automated with surveys, or manual such as with telephone interviews. The feedback is recorded then analyzed. Metrics are generated that give an indication of how the company is doing with making the customer satisfied and happy. The ideal goal is to have the customer feel connected to the store to the point where they actively refer customers and become a vocal advocate for the company. Discovering points of failure with achieving the ideal goal gives actionable intelligence that allow management to make changes then measure the impact of those change in the metrics that are being measured.
The Apricot Rocket CRM is designed to enable both traditional CRM functions as well as CEM data collection.