CRM stands for Customer Relationship Management. This document discusses different evolutions of CRM strategies including CMR (Customer Managed Relationships), CEM (Customer Engagement/Experience Management), and sCRM (Social Customer Relationship Management). CMR focuses on engaging customers wherever they are in their buying journey. CEM focuses on managing customer touchpoints and improving the customer experience. sCRM focuses on monitoring customer interactions on social media platforms and engaging customers through social channels. While these strategies have different focuses, they are all subsets of CRM that can transform customer relationships when implemented correctly.

1. CRM, CMR, CEM, sCRM
spotting the difference

2. If you have a phobia of acronyms, you might
want to look away now – otherwise, use
Redspire’s guide to what CMR, CEM and sCRM
mean for CRM and your business.

3. You & Your Customers
It all begins with…
… Customer Relationship Management.

4. Customer Relationship Management is both a business
strategy, and a software designed to enact that strategy.
Traditionally, CRM has been about controlling and
managing your customers’ relationship with your brand…

5. … through analysis and metrics…
… to understand, exploit and bring order to your database,
boosting efficiency and productivity while driving up sales.

6. The Tide Has Turned

7. In recent times, the customer’s journey has changed
dramatically: You are no longer in control.
The customer is.
They choose the rules of
engagement now, not you.

8. To help deal with this new consumer landscape, CRM thinking
has evolved to keep you ahead of the curve.

9. It has led to the creation of different strategies and
business philosophies to exploit every aspect of the new
customer’s journey, including:

10. CMR
Customer Managed Relationships

11. CEM
Customer Engagement/Experience Management

12. sCRM
Social Customer Relationship Management

13. They’re all subtly different strategies/approaches to using CRM
software, but share many common themes between them.
Confused?
Don’t be.
CMR
CEM
sCRM

14. What is Customer Managed
Relationships (CMR)?
At its core, CMR is about engagement wherever the consumer
is in their buying journey. Whether they’re…
Browsing in-store Chatting online with
your company’s
help desk
Reading online
reviews

15. CMR ensures that wherever they are, you can act as a real-
time ‘anchor’ for the customer to come back to when
they are ready. To misquote ‘Friends’:
Whereveryour customer is, you’ll be there for them.

16. And your interactions with prospects and existing customers
can then be fed back into your CRM, creating a living,
always-on database of critical metrics.

17. What is Customer Engagement/
Experience Management?
CEM is the practice of designing and reacting to
customer interactions to meet or exceed customer
expectations and, thus, increase customer
satisfaction, loyalty and advocacy.
Gartner’s definition

18. In practical terms, imagine CEM as a specific focus on managing
and improving the touchpoints where customers actually
engage and experience your company.
From call centres’ recordings
and surveys…
… to monitoring if a customer
is, say, struggling with a trial of
your product…

19. … CEM offers you the chance to go the extra mile, winning
overyour customers with your service wherever they are on
their journey, while offering assistance exactly when the
customer most needs it.
Call it a sixth sense – but
with the right CRM platform
in place, it’s actually
common sense.

20. What is Social Customer
Relationship Management (sCRM)?
Social media has dramatically transformed the way customers
interact with businesses.
Whether it’s digital
word of mouth…
… or company social channels
being used to engage with
customers…

21. … social is critical to companies serious about competing
in the 21st Century digital marketplace – and your CRM
needs to be optimised to monitoryour customers’
interactions on your social platforms.

22. It’s why Social Customer Relationship Management is becoming
so critical for companies wanting to create a true social
engagement strategy, which enables them to…
Listen Track Engage

23. … new leads to drive them through the sales funnel while
increasing upselling and cross-selling opportunities
with existing customers…

24. … all with the aim of boosting loyalty and creating
social advocates to boost your brand’s messaging
in the social space.

25. Remember
None of the acronyms are replacements for CRM.
After all, it is predicted that
CRM will be worth:
£36.4 billion
worldwide by 2017
according to Gartner.

26. The Dos
Do see each as subsets of CRM which, when focused,
can transform your customer relationships.
Do understand that there are crossovers and similarities
across each; this is a joined-up world after all.
Do hire in a CRM specialist to help create a bespoke,
unified CRM platform that works foryou and your
business’ unique needs.

27. The Don’ts
Don’t be confused by the acronyms or regard them
as disparate, unjoined-up systems competing for
your attention.
Don’t dismiss these critical subsets of CRM out of hand;
your competitors aren’t.

28. Report:
What people
really think
about CRM
Maximise the potential of your
CRM with this report on what
benefits and issues companies are
experiencing with their platforms
across the UK.
The reality of CRM is not the
same as the theory. Find out
more with our free report:
What people really think
about CRM
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