By CEM you mean Customer Experience Management?

This is what the Vodafone UK customer care portal was showing last time I tried to log-in:

It's got to be 4G marketing for the mass-market.

Ever tried explaining LTE to someone who's not, at heart, terribly interested in the minutiae of mobile network evolution?

Here's what works, in my experience, when someone asks about 4G...

"4G is the next thing on from 3G (what you have now). 4G is faster & better. It's a bit like WiFi, but mobile."

 An easy sell, so long as it doesn't cost too much.

EE has taken to the market with '4G' at the heart of its marketing... I wonder if the other UK mobiel operators will follow suit or if some will market it as LTE?

Whatever happens, let's hope the increase in mobile broadband download speeds are matched by improved customer experience.... British mobile service providers (other than Virgin Mobile) are still in the dark ages where CRM is concerned.