Difference between revisions 21103192 and 21383634 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). 

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This enables companies to strategically manage a customer's experience with a brand and by doing so, achieve a truly customer focused management concept. To accomplish this, a framework is required based on clearly defined company objectives. So far, the following five steps have been suggested in the lit
erarture that should help managers understand and manage the "customer experience":

Step 1: Analyzing the [[Experiential world]] of the customer
*analyze sociocultural context of the customer (needs/wants/lifestyle)
*analyze business concept (requirements/solutions)

Step 2: Building the [[Experiential platform]]
* connection between strategy and implementation
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* 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]]