Ed Thompson, a vice president at consultancy Gartner, gave an interesting and wide-ranging presentation. After talking about the shifts in the customer-relationship management (CRM) space from operational CRM to analytical and collaborative CRM strategies, he focused on customer experience management. He discussed how companies are looking to differentiate themselves through the customer experience but identified three major challenges facing those companies:

- Customers are becoming more powerful.
- No one in those companies "owns" the customer.
- On the whole, employees don't care.

So the challenge is to find someone who cares about customers in the company and then put the right measurement frameworks in place.

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