More and more terms like customer engagement and customer experience are being used in today’s business lexicon. And more and more you see them being used interchangeably. On top of that customer service and customer experience are used the same way. And if that weren’t confusing enough, in many conversations all these phrases are sometimes being used interchangeably with customer relationship management (CRM).

At this year’s ExCom 2016 event, Paul Greenberg, author of seminal CRM at the Speed of Light series and known in the industry as “The Godfather of CRM”, broke down these terms and how they differ, and how they are related and work together to implement modern customer engagement strategy.