Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers (Anglais) Relié – 25 février 2003
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Description du produit
Revue de presse
Présentation de l'éditeur
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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Commentaires client les plus utiles sur Amazon.com
I found it basic and skimmed over much of it. I would have appreciated more "worksheets" and templates like some other titles (like "managing the customer experience" by Smith & Wheeler). The author's examples and work history give color and insight into the themes but it seemed like it just took up space that could otherwise have gone to more thoughtful content.
If this is your first book on the topic, go for it. If you are building on your knowlege of this topic, skip it. Nothing new or earth shattering here and it's not the strongest "primer" on the topic out there.
The book is somewhat dated in that it doesn't address more recent trends in customer experience such as social networking or the Internet. For example, under the section Structuring the Customer Interface there is a part dealing with interconnecting interface touchpoints, but nothing specific to the Web or social networking. Also, some readers will find the book lacking in tools for implementation such as check lists, charts and templates, but this is more of a high-level guide to the principles of customer experience management and less of an implementation tool. Thus, while the author calls CEM both a "strategy and implementation tool," in truth he tries to give a framework for implementing, however some may find it more of a case study approach. It also is not a book on ongoing management of the customer experience, despite the title.
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!
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