Difference between revisions 65558238 and 65744057 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). 

(contracted; show full)ently or effectively as compared to competitors. However, the approach is still mostly functional, with similarities and differences between competitors being defined mostly by product features and customer benefits. In addition, the customer is perceived as being rational, which is in most cases not the case, as e.g. Kahneman and Tversky's [[Prospect theory]] has proven. Also, it is asserted that market research is mostly analytical leaving little room for qualitative assessments of customer relation
hships towards products,  services, or [[brand]]s. It is claimed (by Shultz) that traditional marketing, in practice, takes an inside-out approach (starting with internal variables like production capabilities and available capital then moving to external variables like customer needs), rather than taking an outside-in approach as marketing theory requires. 
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* [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]
* [http://www.tealeaf.com TeaLeaf Technology - Online Customer Experience Management - Ensuring every customer can complete every transaction every time]

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

[[fr:CEM]]