Volker Hildebrand: Firms are "damaging" relationships with their interactions
Emphasising SAP’s shift from CRM to CEM, the vendor's VP of CRM solutions explains that "customer experience of the interaction with a vendor is the game changer".
The 'R' in CRM is in the process of change, almost to the point of becoming 'E' as in CEM. We all know that the 'R' stands for relationship but, as SAP’s VP of CRM solutions, Dr Volker Hildebrand, pointed out at the company’s recent SAPPHIRE:NOW conference in Orlando, that has been something of a one-way street.
“The tradition role of CRM has been to support customer sales organisations, to help make the business more customer-facing, but this is only a tactical solution,” he observed.