Bozeman, Mont.

Some catalogers may think that CEM, customer experience management, is the same as CRM, customer relationship management. A new whitepaper from RightNow Technologies, a Bozeman, Mont.-based company that provides organizations with CRM and CEM solutions, notes that effective CRM should include CEM. The whitepaper defines customer experience as “the customer’s perception of interactions with a brand, from marketing communications to sale and service processes to the use of the product or service.” CEM manages those interactions to build the brand and produce long-term profits. The whitepaper notes that companies using CEM effectively are often the ones that achieve double-digit revenue and profit growth. Here