Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers Hardcover – Feb 17 2003
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"...demonstrates the power of collecting truly relevant customer information..." (Managing Information, January/February 2004)
From the Inside Flap
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 brokenanother 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 customers 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 customers life.
Customer Experience Management also demonstrates the power of collecting truly relevant customer information, developing and implementing 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 spur organizational change.See all Product Description
Top Customer Reviews
Since the beginning of commerce, and buyer and seller interactions, there surely has been some element of customer experience management by the seller, and some subconscious understanding by the customer that he/she is not buying a product or service but participating in an experience.
In his previous book, Experiential Marketing, Schmitt demonstrates that firms who have capitalized on this recent movement and expanded and refined their experiential approach have reaped huge benefits and stayed ahead of the pack. Now, in this sequel to that book, Schmitt elaborates on his previous work and provides a framework for how to efficiently and effectively implement the customer experience management approach.
I found this book to be enormously helpful and an important addition to this fascinating and important field.
Most Helpful Customer Reviews on Amazon.com (beta)
I purchased this book in order to get very down to earth methods to begin applying the concept to the company I work for. What I found, instead, was a list a mile long of jargon that all began to run together and sound the same. "Experiential platform", "brand experience", "experiental value promise", experiential positioning"... soon enough my mind was preoccupied with trying to remember which was which, rather than being able to absorb the essence of what the author was trying to say. And the crazy thing is that each of those phrases I just mentioned are supposedly the very concrete, measureable phases behind his take on the CEM approach! Getting tangled in the minutia of catch phrases did nothing to help me move forward into CEM.
I've come away from the book disappointed I didn't learn anything of real value, but even more disappointed that I spent the money on the book. Don't bother!
I recommend it but I'm looking for another approach of CEM so I can apply it more proffesionally.
Where Schmitt falls drastically short is tying customer experience activities to financial decisions companies make every day. This is perhaps the largest challenge those of us in customer retention or customer marketing face every day. It is great to ascertain that companies should improve customer support to provide a better customer experience to retain more customers. However, how does a manager position a $200,000 call center upgrade vs. a $200,000 product enhancement? According to Schmitt both are valuable in the Customer Experience framework. With limited lip service to "regression modeling" and "customer surveys" there is no valuable guidance to help a customer experience focused manager position their projects against other expenditures within a company.
Schmitt could take a few pages out of Jim Collins' work to better tie customer experience initiatives to corporate financial success.
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