In this chapter, we have covered topics describing the differences between CRM and CX. We have explained why companies need to adopt a CX implementation approach, and we have described a CX portfolio.
The sunset of current technological and social CRM developments shows that it is high time for companies to have systems that are able to translate the benefits of products/services into a language that is comprehensible to users, and to adapt the way they present their products/services to users.
There are four essential principles of customer experience:
- Interaction must be in both directions customer-company and company-customer, and the loop must be closed.
- The customer must be engaged in every step of communication.
- The company has to be able to cater to the customer's needs and wants.
- The customer must be able to choose. This shows that the company values...
