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CRM CEM: Should We Keep the Names Or Get Rid of Them - Discussion Session

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Saved by Paul Greenberg
on January 5, 2007 at 9:10:10 am
 

This segment is to determine whether or not we should even call this Customer Relationship Management or Customer Experience Management to begin with.



Paul G:

I'll start off by saying that I think that CRM/CEM are acronyms that don't really reflect what's going on right now, so calling it CRM 2.0, while convenient isn't necessarily right. Let me point out an example of what I mean.

Disney Destinations, the travel agency arm of Disney, changed their CRM program to a CMR program. They said they were moving from an inappropriately called customer relationship management program to what they thought was a slight change of emphasis - customer managed relationship program. In my normally hyperbolic way, I think this is much more than a slight change of emphasis, but instead a significant reflection of how the relationships with customers to business have changed and is considerably more appropriate - even if not the right acronym or name quite - for the current state of things that should be reflected in the name.

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