CEM instead of CRM?

Harvard Business Review just did a comparison of the differences between CRM and CEM. HBR says this: "CRM steps in when there is a record of a customer interaction. CEM occurs at the point of interaction. As for future performance, CRM drives cross-selling by bundling products in demand with others that aren't. CEM locates places to add offerings in the gaps between expectations and experience.

Tags:
Spoken, Call Center, IVR