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

by Bernd H. Schmitt

• ISBN13: 9780470930441
• ISBN10: 0470930446
• Format: eBook
• Copyright: 2010-07-01
• Publisher: Wiley

Summary

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

Table of Contents

Taking the Customer Seriously-Finally

An Overview of the CEM Framework

Analyzing the Experiential World of the Customer

Building the Experiential Platform

Designing the Brand Experience

Structuring the Customer Interface

Engaging in Continuous Innovation

Delivering a Seamlessly Integrated Customer Experience

Organizing for Customer Experience Management

Notes

Index

Table of Contents provided by Publisher. All Rights Reserved.