Buch, Englisch, 240 Seiten, Format (B × H): 156 mm x 234 mm
Service Design and Delivery
Buch, Englisch, 240 Seiten, Format (B × H): 156 mm x 234 mm
ISBN: 978-1-138-32293-6
Verlag: Taylor & Francis Ltd
In a world packed with competing demands on a consumer’s attention, it is more important than ever for businesses to deliver the best possible customer experience. A customer with a wealth of communication channels at their fingertips is less forgiving and more demanding, and any organisation that wants to succeed needs to learn to successfully meet the desires of this customer base.
This unique marketing guidebook introduces the research, theory and practice of Customer Experience Management (CEM), and explains why organizations that use CEM can become more successful and profitable. It demonstrates how CEM provides a dynamic solution to managing the customer experience, whether to drive profits, or ensure better service experiences.
Containing new thinking in the design and development models of customer experience management based on primary research, and covering a wide range of customer experience areas in both the private and not for profit sectors, this dynamic text will be of great interest to advanced students and professionals in the fields of marketing, branding and customer service.
Autoren/Hrsg.
Weitere Infos & Material
Prelude
Background
CHAPTER ONE
Customer service
CRM literature
CEM Literature
Phenomena, process and outcomes
Internal resources (processes)
Customer experience (phenomenon)
Financial value (outcome)
Customer equity
Models of CEM (commercial)
Models 1-8 in the public domain
CEM revenues and profits
CEM stages of development
Commercial CEM summary
S-D Logic
Phenomena, processes and outcomes in CEM
CEM commercial success stories
Not for profit CEM
Not for profit CEM success stories
Emerging themes and patterns
Chapter summary
CHAPTER TWO
The experiential world around us
The meaning of satisfaction
Gaps and service quality
Service experience bundle
The creation of loyalty
Constructing the experience journey
Experience KPI measurement
Summary
CHAPTER THREE
Customer value
Service and the experience as marketing drivers
Service and experience success
Key service experience features
Construction of experience values
Summary
CHAPTER FOUR
Service in not for profit – case studies
Key service and support services in a experiential world
The role of technology in service experience
Technology in CEM
Summary
CHAPTER FIVE
CEM and its role
For profit CEM
Not for profit CEM
Quality in the service experience
CEM recommendations
Inside the head of the customer
Developing insight
People skills
Putting CEM together
CEM management and control
Feedback loop
Summary
CHAPTER SIX
The brand experience and reputation management
Value propositions that drive quality experience
Brand equity
Customer innovation of experience
Customer experience and employee experience
The experience co-creation
Summary
CHAPTER SEVEN
Social networks and experience building
The conscious and unconscious mind of experience
Pre – during and post experience
The new experiential mindset
Summary
