Difference between revisions 13377925 and 16342345 on enwiki

< previous diff
next diff >
Customer experience management
'''Customer experience management''' (CEM) is "the process of strategically managing a customer's entire [[experience]] with a [[product (business)|product]] or a [[types of companies|company]]" (Schmitt, 2003, p. 17). 

(contracted; show full)
*[[Service|Customer satisfaction]] is an outcome-oriented attitude deriving from customers who compare the performance or [[value]] of the [[product (business)|product]] with their expectations of it. It is claimed that the customer satisfaction approach depends too heavily on outcome oriented measures like satisfaction and too superficially on direct experiential measures. A customer is said to be satisfied when a product
's [[quality|performance]] if it is above the cutomers's expectations. Thus, traditional customer satisfaction techniques are deficient if they don't help firms to understand and manage customers' experiences, experiences that lead to the following equation: good experience = satisfaction.

CEM recognizes, as does all of marketing since the early 1970s, that customers are a company&#8217;s most valuable [[asset]]. What makes CEM different from traditional marketing is that it claims that marketing theory has seldom been immplemented adequately.

==The CEM technique==
CEM is a methodology that tries to overcome the gap between theory and practice by reformulating basic marketing principles. The result is that CEM stresses four aspects of [[marketing management]] :
*CEM focuses on all sorts of customer-related issues
*CEM combines the analytical and the creative
*CEM considers both, strategy and implementation
*CEM operates internally and externally
(contracted; show full)

* Schmitt, B. and Simonson, A. (1997) In ''Marketing Aesthetics:The strategic management of brands, identity, and image'' The Free Press, New York, 1997.

* Pine, J. and Gilmore, J. (1999) ''The Experience Economy'', Harvard Business School Press, Boston, 1999.

[[Category:Marketing]]
[[Category:Marketing strategies and paradigms]]
[[category:Customer experience management]]