Description - Customer Experience Management by Bernd H. Schmitt
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.
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