CRM, CXM, Customer Service and Sales should not be considered as separate, fragmented processes. CRM is relational and data-driven, CXM is experiential, aimed at sensations and emotions, Sales is transactional, largely logical and proactive, and Customer Service reactive, apologetic and incidental. An integrated process would strive to build relationships not based on sales but on pleasurable experiences, while minimizing complaints and maximizing new client referrals. It is no longer enough to attract and satisfy customers; you have to delight them. Although loyal consumers are most typically satisfied, satisfaction alone does not universally translate into loyalty, much less to advocacy. CRXM, as proposed here, is an integrated approach that attracts customers to please them, not just to sell them something. Indeed, Customer Service should sell, just like car dealers do; and Sales personnel should be held accountable not only for sales but for customer loyalty, that is, beyond satisfaction, for minimized complaints and customer attrition, and for maximizing new client referrals. Otherwise, their efforts will end when the customer buys, once, not twice, much less forever. CRXM would integrate CRM, CXM, Sales and Customer Service under a single umbrella by making all Agents and Account Executives pursue similar goals like maximizing sales revenue and customer loyalty, while minimizing complaints and promoting client referrals. An integrated indicator that combines the CLTV, referred businesses minus customer or account costs could also be incorporated into staff evaluations.
