An organization must know the difference between Customer Relationship Management (CRM) and Customer Experience Management (CEM) before purchasing. CRM applications create individual records for current and prospective customers, which is used by the sales team in order to get insight into leads going through the sales pipeline and CEM solutions track customer engagement in order to improve overall customer experience. In a nutshell, CRM and CEM both use customer data, but in two different ways. You get good marketing support with CEM applications, while CRM solutions help sales put their focus on winning new prospects. Read more at: http://it.toolbox.com/blogs/insidecrm/do-you-need-a-crm-or-a-cem-73467