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Customer Experience Management A Revolutionary Approach to Connecting with Your Customers

ISBN-10: 0471237744
ISBN-13: 9780471237747
Edition: 2003
Authors: Bernd H. Schmitt
List price: $55.00 Buy it from $1.15
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Description: Proposes the implementation of a marketing paradigm called customer experience management (CEM) and offers strategies for putting theories into practice. This book demonstrates how CEM will supplant other marketing schemes and the way the consumer  More...

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Book details

List price: $55.00
Copyright year: 2003
Publisher: John Wiley & Sons, Incorporated
Publication date: 2/17/2003
Binding: Hardcover
Pages: 256
Size: 6.30" wide x 9.30" long x 1.05" tall
Weight: 1.012
Language: English

Proposes the implementation of a marketing paradigm called customer experience management (CEM) and offers strategies for putting theories into practice. This book demonstrates how CEM will supplant other marketing schemes and the way the consumer interacts with the company.

BERND H. SCHMITT is Professor of Marketing at Columbia Business School and the Executive Director of the Center on Global Brand Leadership. As a consultant and CEO of the EX Group, he has worked with companies worldwide, including Sony, Ford, Procter & Gamble, Este#180;e Lauder, DuPont, and IBM. He is also author of the bestselling Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands. For more information on Schmitt or his work, visit www.meetschmitt.com.

Taking the Customer Seriously--Finally
Three Misguided Approaches: The Marketing Concept, Customer Satisfaction, and CRM
The Need for a New Approach
What Is Customer Experience Management?
Conclusion
An Overview of the CEM Framework
CEM Solves a Variety of Business Problems
The Five Steps of the CEM Framework
Must Managers Do the Five CEM Steps in Sequence, or Can They Be Done Simultaneously?
What Happens Before and After the CEM Project?
What Are the Application Areas of the Framework?
What Is Unique About the CEM Framework?
Conclusion
Analyzing the Experiential World of the Customer
Carnegie Hall: Understanding the Concert-Going Experience
BP Connect: Improving the Experience at the Pump
Companies Need Customer Insight
Identify the Target Customer
Divide the Experiential World into Four Layers
Track the Experience Along Touchpoints
Survey the Competitive Landscape
Research Techniques for Understanding the Experiential World
Conclusion
Building the Experiential Platform
Jamba Juice: A Platform of Fun and Good Health
Cingular Wireless: Humanizing the Wireless Experience
Benefits of the Experiential Platform
The Strategy Components of the Experiential Platform
Researching and Presenting the Experiential Platform
Conclusion
Designing the Brand Experience
Citigroup: Shaping a Unified Brand Experience
Prada's "Epicenter": Challenges of the In-Store Experience
How to Manage the Brand Experience
The Three Key Aspects of the Brand Experience
Protecting the Brand Experience
"Brand Stripping and Dressing": A Method for Managing the Brand Experience
Conclusion
Structuring the Customer Interface
NikePark: A Dynamic Interface for a Performance-Driven Brand
Hilton: Improving Communication and Guest Focus to Enhance the Service Experience
The CEM Approach to the Customer Interface
Three Key Issues in Interface Design
Interconnecting Interface Touchpoints
How Technology Improves the Interface Experience
Conclusion
Engaging in Continuous Innovation
Apple Computers: Returning to Its Innovation Roots
Amazon.com: Small Innovations Lead to a Great Online Experience
How Innovation Contributes to Customer Experiences
Customer Experience and Innovation Strategy
Experience and New Product Development
Experience and Small Innovations
Experience and Marketing Innovation
Conclusion
Delivering a Seamlessly Integrated Customer Experience
The Power of Integration
Strategic Integration from Head to Toe
Integration within Implementation Domains
Integration across Implementation Domains
Conclusion
Organizing for Customer Experience Management
Customer Equity: Treating Customers as Financial Assets
Relating the Customer Experience to Customer Equity
Organizational Requirements for CEM
The Employee Experience
Conclusion
Notes
Index

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