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

  • ID: 2215487
  • Book
  • February 2003
  • 256 Pages
  • John Wiley and Sons Ltd
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

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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.



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