Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers

1. Auflage 2003
ISBN: 978-0-471-23774-7
Verlag: WILEY

Buch, Englisch, 256 Seiten, Format (B × H): 167 mm x 247 mm, Gewicht: 538 g

In Customer Experience Management, renowned consultant and marketing thinker Bernd Schmitt follows up on his groundbreaking book Experiential Marketing by introducing a new and visionary approach to marketing called customer experience management (CEM). In this book, Schmitt demonstrates how to put his CEM framework to work in any organization to spur growth, increase revenues, and transform the image of your company and its brands. From retail buying to telephone orders, from marketing communications to online shopping, every customer touch-point offers companies an opportunity to maximize the customer experience and establish a bond that will never be broken.

Customer Experience Management introduces the five-step CEM process, a comprehensive tool for connecting with customers at every touch-point. This revolutionary marketing guide 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.

A must-read for senior executives, marketing managers, and anyone who wants to drive growth, increase income, and spur organizational change, Customer Experience Management demonstrates the power of collecting truly relevant customer information, developing and implementing winning strategies, and measuring their results.

Autoren/Hrsg.

Schmitt, Bernd H.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb

Inhaltsverzeichnis

Chapter 1. Taking the Customer Seriously--Finally.

Chapter 2. An Overview of the CEM Framework.

Chapter 3. Analyzing the Experiential World of the Customer.

Chapter 4. Building the Experiential Platform.

Chapter 5. Designing the Brand Experience.

Chapter 6. Structuring the Customer Interface.

Chapter 7. Engaging in Continuous Innovation.

Chapter 8. Delivering a Seamlessly Integrated Customer Experience.

Chapter 9. Organizing for Customer Experience Management.

Notes.

Index.

Über Autor(innen)

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´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.