Difference between revisions 65744057 and 65754273 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)
*[[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]] is above the cu
stomer'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’s most valuable [[asset]]. What makes CEM different from traditional marketing is that it claims that marketing theory has seldom been implemented adequately.

(contracted; show full)
* [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]]