Customer Experience Management
Bernd H. Schmitt
- 31 januari 2003
- 9780471237747
Samenvatting:
From retail buying to telephone orders, from marketing communications to online shopping, every customer touch point offers your company an opportunity to maximize the customer experience and establish a bond that will never be broken¿another opportunity for customer experience management (CEM).
In his acclaimed bestseller Experiential Marketing, renowned consultant and marketing thinker Bernd Schmitt explained why companies that focus on the customer experience are among the most successful and profitable organizations in the world. In Customer Experience Management, he shows you how to put CEM to work in any organization to spur growth, increase revenues, and transform the image of your company and its brands.
This revolutionary marketing guide introduces the five step CEM process that you can use to connect with your customers at every touch point. It 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. These cases demonstrate how CEM offers powerful solutions for virtually any type of business challenge and enables managers to:
- Gain original insight into the customer¿s world
- Develop an experiential strategy platform
- Create a unique and vivid brand experience
- Provide dynamic interactions at the customer interface
- Innovate continuously to improve customers¿ lives
This provocative treatise provides new insight into perennial marketing and management issues such as segmentation and targeting, positioning, branding, service, and innovation. It also offers a clear and convincing critique of other customer based paradigms, including traditional marketing, customer satisfaction, and customer relationship management (CRM). It explains why each of them fails to provide genuine focus on the customer and why the CEM framework is the only approach to date that makes a company and its brands relevant to the customer¿s life.
Customer Experience Management also demonstrates the power of collecting truly relevant customer information, developing and implementing winning strategies, and measuring their results. It¿s a must read for senior executives, marketing managers, and anyone who wants to drive growth, increase income, and spur organizational change.