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EUM vs CRM

Move Over CRM’s It’s time for EUM’s


Okay, so CX is always going to be important, but these days its also all about the UX (user experience, to those of us who don’t know the lingo!)

Wait…what? What is the difference you ask?

According to Salesforce.com, “…Customer relationship management (CRM) is a technology for managing all your company’s relationships and interactions with customers and potential customers.

The goal is simple: Improve business relationships. A CRM system helps companies stay connected to customers, streamline processes, and improve profitability.”

According to Productplan.com “User Experience (UX) is the holistic journey users traverse as they use a product. Not only does it include their direct interactions with the product, but also how it fits in with their overall task completion process.”

Still confused? At the end of the day, the two things are very closely intertwined. The way a user experiences your product or service can both determine whether they become or stay a customer and both have direct effects on your bottom line.


One of the major differences that should be highlighted is that every single touch point between the potential customer and the company defines the user experience, whereas the customer experience relates only once a potential lead has converted to a customer.

Let’s keep it simple with a few tips on how you can hone in on your UX:

1. Focus on making the entirety of the journey seamless, pleasant and productive.


2. Ensure your UX is accessible, discoverable and has a clear end point and the stepping-stones that will bring the user through the journey.


3. Remove points of friction, amp up engagement and minimize the steps needed to get from beginning use to end satisfaction.

One of the biggest things to think about when considering your UX is the difference between what YOU think your product/service is being used for/achieving and what the CUSTOMER says they are using/achieving with your product/service.

Identifying these two pathways will allow you to preempt any confusion and create navigational pathways through your UX that ensure the two paths eventually converge in overall satisfaction.

Constant examination of your user experience also allows you quickly right wrongs, highlight errors and rough points as well as identify areas that are working well.


RANONE® |business advisor

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