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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)isfaction and too superficially on direct experiential measures. A customer is said to be satisfied when a product's [[quality|performance]] is above the cutomer'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 implemented adequately.

==The CEM Framework==
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
(contracted; show full)Step 2: Building the [[Experiential platform]]
* connection between strategy and implementation
* specifies the value that the customer can expect from the product (EVP = experiential value promise)

Whereas steps 1 (Analysis) and 2 (Strategy) form the basis for CEM, steps 3, 4, and 5 are focusing on Implementation.

Step 3: Designing the [[Brand experience]]
* experiential features, product aesthetics, 
&#8220;“look and feel&#8221;”, e.g. logos

Step 4: Structuring the [[Customer interface]]
* all sorts of dynamic exchanges and contract points with customers
* intangible elements (i.e. value, attitude, behaviour)

Step 5: Engaging in Continuous [[Experiential innovation]]
* anything that improves end customers' personal lives and business customers' working lives
(contracted; show full)
* [http://www.satmetrix.com  Satmetrix Systems, Inc. - Customer Experience Management Solutions]
* [http://www.turningpointgroup.com  The Turning Point Group, LP - The Customer Retention & Loyalty Marketing Firm]
* [http://www.futurescape.org Futurescape - Customer Experience Management Solutions in Healthcare and Retail]

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

[[fr:CEM]]