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Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers (Anglais) Relié – 25 février 2003

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Descriptions du produit

Revue de presse

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

Présentation de l'éditeur

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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Dans ce livre (En savoir plus)
Première phrase
Companies of all kinds acknowledge that their customers are important; that customers are the company's most valuable asset; that the company survives only when it has customer and grows only when it can retain them and recruit new ones; and that the company, therefore, should be structured and managed around the customer. Lire la première page
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Couverture | Copyright | Table des matières | Extrait | Index | Quatrième de couverture
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Commentaires client les plus utiles sur (beta) 13 commentaires
19 internautes sur 21 ont trouvé ce commentaire utile 
What a disappointing jumble of jargon! 16 décembre 2005
Par L. Thompson - Publié sur
Format: Relié
For those individuals who have not been previously exposed to the concept of Customer Experience Management as an alternative to Customer Relations Management, this book might be an amazing eye opener. But that would be strictly because of the exposure to a new idea, as it's certainly not the convulted style of writing which can result in even the most intelligent people scratching their heads.

I purchased this book in order to get very down to earth methods to begin applying the concept to the company I work for. What I found, instead, was a list a mile long of jargon that all began to run together and sound the same. "Experiential platform", "brand experience", "experiental value promise", experiential positioning"... soon enough my mind was preoccupied with trying to remember which was which, rather than being able to absorb the essence of what the author was trying to say. And the crazy thing is that each of those phrases I just mentioned are supposedly the very concrete, measureable phases behind his take on the CEM approach! Getting tangled in the minutia of catch phrases did nothing to help me move forward into CEM.

I've come away from the book disappointed I didn't learn anything of real value, but even more disappointed that I spent the money on the book. Don't bother!
15 internautes sur 17 ont trouvé ce commentaire utile 
Packed With Knowledge! 6 juin 2004
Par Rolf Dobelli - Publié sur
Format: Relié
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.
8 internautes sur 9 ont trouvé ce commentaire utile 
A Satisfied Customer 29 janvier 2004
Par Un client - Publié sur
Format: Relié
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.
16 internautes sur 21 ont trouvé ce commentaire utile 
Obvious concepts with no added depth 4 août 2005
Par F Howard - Publié sur
Format: Relié
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.
4 internautes sur 4 ont trouvé ce commentaire utile 
Was great but not extraordinary!!! 19 mai 2006
Par Carlos Barrios - Publié sur
Format: Relié
I think it`s an eye-opener for many people like me that are starting in the marketing area. But I think in some parts there were too many concepts that I lost so many of the ideas of the book.

I recommend it but I'm looking for another approach of CEM so I can apply it more proffesionally.
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