Definition of CEM

http://www.kinesis-cem.com/Insights/rewards_of_CEM.html
The Rewards of Customer Experience Management

Just when companies are becoming comfortable with the idea of CRM, a
new term has emerged: customer experience management (CEM). The two
are similar in many ways, not least in that they are both difficult to
define. The premises of CRM and CEM are quite different, however, and
best understood when compared side by side.

The idea behind CRM is that every time a company and a customer
interact, the company learns something about the customer. By
capturing, sharing, analyzing, and acting upon this information,
companies can better manage an individual customer's profitability.

CEM's premise is the reverse. It states that every time a company and
a customer interact, the customer learns something about the company.
Depending upon what is learned from each experience, customers may
alter their behavior in ways that affect their individual
profitability. By managing these experiences, companies can
orchestrate more profitable relationships with their customers.

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http://en.wikipedia.org/wiki/Customer_experience_management
Customer experience management

Customer experience management (CEM) is "the process of strategically
managing a customer's entire experience with a product or a company"
(Schmitt, 2003, p. 17).

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http://64.233.161.104/search?q=cache:RyGU3aPjpUQJ:www.optima.hr/dokumenti/Quest%2520%26%2520Ans.pdf+cisco+implementation+nice+cem&hl=en
Q&A About CEM

7 i already have a CRM system. do i need CEM too? if so, why?

The implementation of CRM is a major step toward building a business
with true value for customers. But CRM ends when the interaction with
the customer ends. It is geared toward effective execution on behalf
of the business, and in some sense CRM does indeed foster loyalty;
thus making it is easy to confuse the two. However, while building
loyalty and a strong brand is a by-product of CRM systems, sometimes
it is achieved and sometimes not. CEM is designed specifically for the
purpose of building and maintaining loyalty, and is therefore
considered a strategic solution that complements CRM.