Customer experience management : a revolutionary approach to connecting with your customers /
Schmitt, Bernd.
Customer experience management : a revolutionary approach to connecting with your customers / - New York : Wiley, c2003. - xiv, 242 p. : ill. ; 24 cm.
Includes bibliographical references (p. 231-233) and index.
Taking the customer seriously--finally -- An overview of the CEM framework -- Analyzing the experiential world of the customer : Carnegie Hall: understanding the concert-going experience ; BP Connect: improving the experience at the pump -- Building the experiential platform : Jamba Juice: a platform of fun and good health ; Cingular Wireless: humanizing the wireless experience -- Designing the brand experience : Citigroup: shaping a unified brand experience ; Prada's "epicenter": challenges of the in-store experience -- Structuring the customer interface : NikePark: a dynamic interface for a performance-driven brand ; Hilton: improving communication and guest focus to enhance the service experience -- Engaging in continuous innovation : Apple computers: returning to its innovation roots ; Amazon.com: small innovations lead to a great online experience -- Delivering a seamlessly integrated customer experience -- Organizing for customer experience management.
Proposes the implementation of a marketing paradigm called customer experience management (CEM) and offers strategies for putting theories into practice. This book demonstrates how CEM will supplant other marketing schemes and the way the consumer interacts with the company.
0471237744 9780471237747: £20.95 9780471237747
2003268732
Relationship marketing.
Customer relations--Management.
Customer relations.
658.812 / SCH
Customer experience management : a revolutionary approach to connecting with your customers / - New York : Wiley, c2003. - xiv, 242 p. : ill. ; 24 cm.
Includes bibliographical references (p. 231-233) and index.
Taking the customer seriously--finally -- An overview of the CEM framework -- Analyzing the experiential world of the customer : Carnegie Hall: understanding the concert-going experience ; BP Connect: improving the experience at the pump -- Building the experiential platform : Jamba Juice: a platform of fun and good health ; Cingular Wireless: humanizing the wireless experience -- Designing the brand experience : Citigroup: shaping a unified brand experience ; Prada's "epicenter": challenges of the in-store experience -- Structuring the customer interface : NikePark: a dynamic interface for a performance-driven brand ; Hilton: improving communication and guest focus to enhance the service experience -- Engaging in continuous innovation : Apple computers: returning to its innovation roots ; Amazon.com: small innovations lead to a great online experience -- Delivering a seamlessly integrated customer experience -- Organizing for customer experience management.
Proposes the implementation of a marketing paradigm called customer experience management (CEM) and offers strategies for putting theories into practice. This book demonstrates how CEM will supplant other marketing schemes and the way the consumer interacts with the company.
0471237744 9780471237747: £20.95 9780471237747
2003268732
Relationship marketing.
Customer relations--Management.
Customer relations.
658.812 / SCH