Product Description

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

Product Details

• Amazon Sales Rank: #521993 in Books
• Published on: 2003-01-31
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 288 pages

Features

• ISBN13: 9780471237747
• Condition: USED - VERY GOOD
• Notes:
• Click here to view our Condition Guide and Shipping Prices

Review
"...demonstrates the power of collecting truly relevant customer information..." (Managing Information, January/February 2004)

"...demonstrates the power of collecting truly relevant customer information..." -- Managing Information, January/February 2004

From the Inside Flap
From retail buying to telephone orders, from marketing communications to online shopping, every customer touch-point offers your company an opportunity to maximize the customer experience and establish a bond that will never be broken–another opportunity for customer experience management (CEM).

In his acclaimed bestseller Experiential Marketing, renowned consultant and marketing thinker 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, he shows you how to put CEM to work in any organization to spur growth, increase revenues, and transform the image of your company and its 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.

From the Back Cover
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

Customer Reviews

Packed With Knowledge!
The revolutionary approach that Bernd H. Schmitt is advocating here wouldn't sound so radical to anyone who has ever been in therapy: be aware, see things from other people's point of view, address their concerns. If you've been in $150 an hour territory, this isn't radical, but in the suites of marketing, the author contends, it is brand new. The book is an interesting follow up to the author's earlier seminal work on the broader theory of customer experience. Entitled Experiential Marketing, that work made the case for a customer-experience focus. This book is more of a practical how-to, professorially organized into a neat near-outline format. Here, Schmitt makes the case for dissecting, designing and then improving, the customer's experience with your product. We recommend this book of marketing therapy to anyone selling a product or service - and it is lots less expensive than putting your consumers on the couch.

A Satisfied Customer
Customer Experience Management is a must-read for busy marketing executives. Although it was a quick read, it should not be taken lightly. The framework Prof. Schmitt outlines carries on where his eye-opening Experiential Marketing left off. It provided me with a good outline and a valuable set of tools with which to jumpstart my marketing department. The case studies were insightful and helped illustrate his methodology and the success many companies around the world are having by making their customer's needs and lifestyle top of mind.

Obvious concepts with no added depth
I had a hard time putting the book down. I kept reading hoping the book would reveal some item beyond the obvious. Schmitt spends 200 pages explaining that customer experience should be at the forefront when launching a new product or designing a marketing campaign. I dare say Schmitt would be hard pressed to find a CEO that doesn't taut the value of good customer experience or the importance of retaining customers.

Where Schmitt falls drastically short is tying customer experience activities to financial decisions companies make every day. This is perhaps the largest challenge those of us in customer retention or customer marketing face every day. It is great to ascertain that companies should improve customer support to provide a better customer experience to retain more customers. However, how does a manager position a $200,000 call center upgrade vs. a $200,000 product enhancement? According to Schmitt both are valuable in the Customer Experience framework. With limited lip service to "regression modeling" and "customer surveys" there is no valuable guidance to help a customer experience focused manager position their projects against other expenditures within a company.

Schmitt could take a few pages out of Jim Collins' work to better tie customer experience initiatives to corporate financial success.