Customer Experience Management
A revolutionary approach to connecting with your customers
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"With his groundbreaking new book, Schmitt answers a much-needed call for a practical way to enact experiential marketing. His dynamic and engaging voice makes this as entertaining as it is informative."
John Quelch, Senior Associate Dean for International Development, Harvard Business School
In his acclaimed bestseller Experiential Marketing, renowned marketing thought leader Bernd Schmitt explained why companies that focus on the customer experience are among the most successful and profitable organizations in the world.
In Customer Experience Management, Schmitt shows you how to put CEM to work in any organization to spur growth, increase revenues, and transform the image of your company and brands.
This revolutionary marketing guide introduces the five-step CEM process that you can use to connect with your customers at every touch-point. It 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. These cases demonstrate how CEM offers powerful solutions for virtually any type of business challenge and enables managers to:
- Gain original insight into the customer's world
- Develop an experiential strategy platform? Create a unique and vivid brand experience
- Provide dynamic interactions at the customer interface
- Innovate continuously to improve customers' lives.
This provocative treatise provides new insight into perennial marketing and management issues such as segmentation and targeting, positioning, branding, service, and innovation.
It also offers a clear and convincing critique of other customer-based paradigms, including traditional marketing, customer satisfaction, and customer relationship management (CRM).
It explains why each of them fails to provide genuine focus on the customer and why the CEM framework is the only approach to date that makes a company and its brands relevant to the customer's life.
Customer Experience Management also demonstrates the power of collecting truly relevant customer information, developing and implementing winning strategies, and measuring their results. It's a must-read for senior executives, marketing managers, and anyone who wants to drive growth, increase income, and spur organizational change.
PRAISE FOR CUSTOMER EXPERIENCE MANAGEMENT
"In all his work Bernd Schmitt sets about scraping away the conventional marketing wisdom. Schmitt's prescription makes it more satisfying to be a customer, more satisfying to be a brand manager. I hope desperately that every company with which I do business reads this book." Martyn Straw, Chief Strategy Officer, BBDO Worldwide
"Schmitt finally identifies the bush that a lot of marketing departments have been beating around. He anchors the activities that cost us millions and billions of dollars to 'end game' objectives that have never been so beautifully focused." Victor J. Pacor, Chief Marketing Officer, Sony Electronics, Inc.
"With his groundbreaking new book, Schmitt answers a much-needed call for a practical way to enact experiential marketing. His dynamic and engaging voice makes this as entertaining as it is informative." John Quelch, Senior Associate Dean for International Development, Harvard Business School