Customer Experience Management: A Tool for Implementing the Experience Economy

Author: Schmidt
Publisher:
Publish Date: 2004-05-01
Features: Following the bestseller Experiential Marketing, Bente Schmidt introduces the five steps of Customer Experience Management (CEM) in this book, which are powerful tools for gaining an in-depth understanding of customers. For senior executives, marketing managers, and anyone committed to company growth and change, this book is a must-read. From retail to telesales, from market communication to online shopping, companies have the opportunity to maximize customer experience at every point of contact and build a relationship that never breaks—Customer Experience Management (CEM). In this revolutionary work, the author introduces the five steps of CEM: gaining the deep insights of customers' hearts; developing a platform for experiential strategy; creating unique and vivid brand experiences; how to engage in positive interactions with customers; and continuously innovating to enhance customer satisfaction. The book's positive arguments provide new ideas for the ongoing market and management challenges, while also offering clear and persuasive criticism of other customer-centric marketing models. The book explains why the CEM framework is the only method so far that enables companies and brands to connect with customers' lives.