Using fuzzy models to migrate from customer relationship management (CRM) to customer experience management (CEM)

Relationship Marketing has made rapid progress during the last ten years. Since the development of the customer-centric model, reinforced by the emergence of CRM (Customer Relationship Management) strategies, companies have focused on finding models and tools that allow them to get to know better their clients. The management of customer relationship with the company has evolved from seeking the customer satisfaction to seek customer loyalty, and later on to create a brand advocate consumer fully identified with the company. Hence the idea of creating the customer experience with the company and its subsequent management knowing like CEM (Customer Experience Management). To create a CEM strategy, one issue that companies need to know about their customers is how to determine the preferences they have, and on how to be treated them throughout the relationship. People have sensitivities, apprehension and doubts when dealing a business decision and these aspects are not related to the traditional segmentation. The objective of this paper is to develop a frame by using the fuzzy tool called Theory of Affinities to allow companies to identify common aspects of their clients personal expectations, and thus improve the service strategy.