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These are two different but related concepts that are important for businesses to understand to provide the best possible customer experience. CRM is a technology-driven approach that focuses on managing customer interactions and improving relationships with customers. It typically involves collecting customer data, managing sales leads, and automating marketing campaigns. CRM systems are designed to help businesses track and manage customer interactions across multiple touch-points and to use that data to improve customer satisfaction and loyalty.


On the other hand, CXM is a broader, more strategic approach to managing the customer experience. CXM is about understanding the customer journey and ensuring that every touchpoint along that journey is optimized to provide a positive experience. CXM encompasses every interaction that a customer has with a business, including marketing, sales, customer service, and support. CXM is not just about technology, but rather about the entire customer experience, including the emotional and psychological aspects of the interaction.


Visibility Design believes that both CXM and CRM are critical components of a successful customer experience strategy. While CRM provides businesses with the tools they need to manage customer interactions, CXM ensures that those interactions are optimized to provide a positive experience. By combining the two, businesses can gain a deeper understanding of their customers and provide a more personalized experience.


Visibility Design's approach to CXM is based on the principles of design thinking, which emphasises empathy and understanding the customer's perspective. By putting the customer at the center of the design process, Visibility Design can create customer experiences that are intuitive, engaging, and meaningful.

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