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.
Summary
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. 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.
Table of Contents
Chapter 1. Taking the Customer Seriously—Finally.
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.
