Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers

Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers

Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers

Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers

Synopsis

In Customer Experience Management , renowned consultant and marketing thinker Bernd Schmitt follows up on his groundbreaking book Experiential Marketing by introducing a new and visionary approach to marketing called customer experience management (CEM). In this book, Schmitt demonstrates how to put his CEM framework to work in any organization to spur growth, increase revenues, and transform the image of your company and its brands. From retail buying to telephone orders, from marketing communications to online shopping, every customer touch-point offers companies an opportunity to maximize the customer experience and establish a bond that will never be broken.

Customer Experience Management introduces the five-step CEM process, a comprehensive tool for connecting with customers at every touch-point. This revolutionary marketing guide provides cases of successful CEM implementations in a wide variety of consumer and B2B industries, including pharmaceuticals, electronics, beauty and cosmetics, telecommunications, beverages, financial services, and even the nonprofit sector.

A must-read for senior executives, marketing managers, and anyone who wants to drive growth, increase income, and spur organizational change, Customer Experience Management demonstrates the power of collecting truly relevant customer information, developing and implementing winning strategies, and measuring their results.

Excerpt

Customer Experience Management, or CEM, is, I admit, a sequel. It is a sequel to my best-selling book, Experiential Marketing, that has been translated into more than 10 languages. Experiential Marketing offered a new marketing paradigm that argues for a customer-focused instead of a productor brand-focused approach and shows how managers can create a variety of experiences (sense, feel, think, act, and relate) for their customers. Customer Experience Management is the next step providing a powerful framework for managing the customer experience step-by-step in a strategic and creative way. Key concepts from the first book will be summarized here; however, the overlap is less than 10 percent.

This sequel was necessary for several reasons. First, managers who had read Experiential Marketing confessed to me that even though they admired the approach, they were not always sure how to manage an “experience project.” That became the basis for this book: a straightforward, five-step process for managing your customer's experience, outlined in Chapter 2 and then discussed step-by-step with corresponding methodologies in Chapters 3 through 7.

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