Like many other contemporary concepts, the concept of CRM in everyday practice provokes doubts related to its meaning and its scope. The reason for this lies in the fact that CRM is both a strategy, a process, and a system. It is difficult to define a concept that is ambiguous because it covers such a wide area. It should be noted that CRM is a concept developed within the framework of marketing relations and business philosophy that strives to meet the individual needs of consumers; making consumers happy and building systematic interaction with consumers transforms them into clients. In order to do this, a communication system needs to be established that will ensure immediate interaction with the consumer. 

Through such interaction, anonymous individuals as mass consumers are transformed into individualized and personalized units...

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,...

Nowadays, a sustainable competitive advantage can be best achieved if value proposition is really needed for users—save time for your customers by quickly and easily finding out why this product or service will be bought by consumers. After this process, customers will have growing confidence in your company, because you are speaking truthfully about the advantages and disadvantages of your products and services in a simple way.

The customer knows exactly what is waiting for them in the buying process, and knows how, after the purchase, they will contact you if there is a problem or they have an additional desire. When these qualities are transmitted to the online environment in the context of easily finding what they are looking for, the key to success is to create comprehensible content for users and a customized user experience for...

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...