CRM systems are great for storing and managing customer-related information. However, CRM systems fail to tailor communication, and, subsequently, the experience that customers have with companies, catering predominantly to organizational, internal needs.
Customer experience implies a holistic approach and this includes all the times a customer is in touch with the company or brand (that is, via the web and advertising, considering a factors such as reputation, packaging, location, delivery speed, ease of use, reliability, and so on); this is appropriate customer care.
Every client's experience with an organization provokes an emotional response. This could be a pleasant experience if they encounter good things when interacting with a business or they could have a bad experience. The experience of a transaction with an organization, that is,...
