Ben Davis: Don’t talk nonsense about customer experience, just get CRM right

Marketers can’t seem to stop talking about customer experience. And CEOs haven’t shut up about “putting the customer at the heart of everything” they do.
Why is customer experience so fashionable? Is it because marketers see it as their best way of exerting a broader influence in their organisations – a way to get involved with product management?
Do marketers see customer experience as more worthy than advertising, or less tied to pesky revenue goals? Or is it simp