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In his acclaimed bestseller Experiential Marketing, renownedconsultant and marketing thinker Bernd Schmitt explained whycompanies that focus on the customer experience are among the mostsuccessful and profitable organizations in the world. In CustomerExperience Management, he shows you how to put CEM to work in anyorganization to spur growth, increase revenues, and transform theimage of your company and its brands.
This revolutionary marketing guide introduces the five-step CEMprocess that you can use to connect with your customers at everytouch-point. It provides cases of successful CEM implementations ina wide variety of consumer and B2B industries, includingpharmaceuticals, electronics, beauty and cosmetics,telecommunications, beverages, financial services, and even thenonprofit sector. These cases demonstrate how CEM offers powerfulsolutions for virtually any type of business challenge and enablesmanagers to:
This provocative treatise provides new insight into perennialmarketing and management issues such as segmentation and targeting,positioning, branding, service, and innovation. It also offers aclear and convincing critique of other customer-based paradigms,including traditional marketing, customer satisfaction, andcustomer relationship management (CRM). It explains why each ofthem fails to provide genuine focus on the customer and why the CEMframework is the only approach to date that makes a company and itsbrands relevant to the customers life.
Customer Experience Management also demonstrates the power ofcollecting truly relevant customer information, developing andimplementing winning strategies, and measuring their results.Its a must-read for senior executives, marketing managers,and anyone who wants to drive growth, increase income, and spurorganizational change.