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Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers By Bernd H. SchmittBernd Schmitt ( Wiley )
Release Date: 2003-01-31
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List Price: $34.95
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Product Description
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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 Migrate to Customer Experience ( clearaction )
Essential input on why CRM, customer advocacy, satisfaction, retention, and relationship marketing programs need to migrate to Customer Experience Management as the holistic method of achieving customer-centricity. The one thing I'd like to see more of in this book is B2B examples. Quick read and great overview of what CEM really is, and lots of examples provided.
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 Schmitt is a guru writing effective contents with a easy and humor style
Bernd Schmitt invented the Experiential Marketing and inspite of being a point of reference in the new marketing world, he shuns academicism and his books are always effective, clever and pleasant to read thank to his humor and easy style. A must read book for anyone who realizes that customer experience management is a strategic fact and doesn't mean customer satisfaction...
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 Basic intro to customer experience, a bit dated
I bought this book along with several others in order for a project at work around redesigning the customer experience. This book is already a bit "old" (5 years) in that it doesn't address the huge world of the internet and pervasive connectivity.
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.
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 Not what I expected
I was hoping for a useful framework. What I got was more about the author's consulting experiences and an academic approach to the framework vs. something practical.
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Was great but not extraordinary!!!
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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