Difference between revisions 19302701 and 21103192 on enwiki

'''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). 

[[Marketing research]] has shown that about 70 to 80% of all products are perceived as [[commodity|commodities]], that is, seen as being more-or-less the same as competing products. This makes marketing the product difficult.  Marketers have taken various approaches to this problem including: [[brand management|branding]], [[product differentiation]], [[market segment]]ation, and [[relationship marketing]]. 

Relationship marketing, (also called loyalty marketing) focuses on establishing and building a long term relationship between a company and a [[customer]]. There are several approaches that have been espoused including '''customer experience management''', [[customer relationship management]], loyalty programs, and database marketing.

==CEM's critique of traditional marketing==
The development of customer experience management originally started with a critique of three existing marketing concepts. It concluded that the following three concepts do not go far enough: 
(contracted; show full)
* 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]]

[[fr:CEM]]