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Customer Experience Management

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In Customer Experience Management, renowned consultant and marketing thinker Bernd Schmitt follows up on his groundbreaking book E... Weiterlesen
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Beschreibung

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.

Autorentext
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.

Klappentext
In this follow-up to his bestselling book Experiential Marketing, Bernd Schmitt introduces the five-step CEM process, a comprehensive tool for connecting with customers at every touch-point. A must-read for senior executives, marketing managers, and anyone charged to drive growth and spur 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 before 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



Zusammenfassung
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.



Inhalt
Chapter 1. Taking the Customer SeriouslyFinally.

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.

Produktinformationen

Titel: Customer Experience Management
Untertitel: A Revolutionary Approach to Connecting with Your Customers
Autor:
EAN: 9780470930441
ISBN: 978-0-470-93044-1
Digitaler Kopierschutz: Adobe-DRM
Format: E-Book (pdf)
Herausgeber: Wiley
Genre: Werbung, Marketing
Anzahl Seiten: 256
Veröffentlichung: 01.07.2010
Jahr: 2010
Untertitel: Englisch
Dateigrösse: 2.4 MB