While customer experience management CEM provides an excellent platform for differentiation, the industry is at high risk of becoming misunderstood into extinction, according to the Beyond Philosophy 2011 Global Customer Experience Management Survey released today. Steven Walden, senior head of research and consulting, Beyond Philosophy said that 78 percent of CE executives were redeployed with no background in the practice. Additionally, customer experience is being used as a buzzword, with many CRM programs being rebranded as CE. Despite this, the big four industries, telecoms, banking, retail and IT spend significant resources on CEM, comprising 63 percent of the CE market, but customer experiences with these organizations remain largely poor.

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