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Customer Experience Management
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Produktbeschreibungen
Pressestimmen
"...demonstrates the power of collecting truly relevant customer information..." (Managing Information, January/February 2004)
Kurzbeschreibung
In Customer Experience Management, renowned consultant and marketing thinker Bernd Schmitt follows up on his groundbreaking book Experiential Marketing by introducing a new and visionary approach to marketing called customer experience management (CEM). In this book, Schmitt demonstrates how to put his CEM framework to work in any organization to spur growth, increase revenues, and transform the image of your company and its brands. From retail buying to telephone orders, from marketing communications to online shopping, every customer touch-point offers companies an opportunity to maximize the customer experience and establish a bond that will never be broken.
Customer Experience Management introduces the five-step CEM process, a comprehensive tool for connecting with customers at every touch-point. This revolutionary marketing guide provides cases of successful CEM implementations in a wide variety of consumer and B2B industries, including pharmaceuticals, electronics, beauty and cosmetics, telecommunications, beverages, financial services, and even the nonprofit sector.
A must-read for senior executives, marketing managers, and anyone who wants to drive growth, increase income, and spur organizational change, Customer Experience Management demonstrates the power of collecting truly relevant customer information, developing and implementing winning strategies, and measuring their results.
Customer Experience Management introduces the five-step CEM process, a comprehensive tool for connecting with customers at every touch-point. This revolutionary marketing guide provides cases of successful CEM implementations in a wide variety of consumer and B2B industries, including pharmaceuticals, electronics, beauty and cosmetics, telecommunications, beverages, financial services, and even the nonprofit sector.
A must-read for senior executives, marketing managers, and anyone who wants to drive growth, increase income, and spur organizational change, Customer Experience Management demonstrates the power of collecting truly relevant customer information, developing and implementing winning strategies, and measuring their results.
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Einleitungssatz
Companies of all kinds acknowledge that their customers are important; that customers are the company's most valuable asset; that the company survives only when it has customer and grows only when it can retain them and recruit new ones; and that the company, therefore, should be structured and managed around the customer. Lesen Sie die erste Seite
Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis | Rückseite
Companies of all kinds acknowledge that their customers are important; that customers are the company's most valuable asset; that the company survives only when it has customer and grows only when it can retain them and recruit new ones; and that the company, therefore, should be structured and managed around the customer. Lesen Sie die erste Seite
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Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis | Rückseite
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Kundenrezensionen
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4 von 5 Kunden fanden die folgende Rezension hilfreich
Format:Gebundene Ausgabe
Das Buch beschreibt sehr gut den Einstieg in CEM. Anhand von vielen Beispielen werden die aufgestellten Mechanismen sehr gut erläutert und veranschaulicht.
Das Buch stellt kein Patentrezept für erfolgreiches CEM dar sondern zielt vielmehr darauf ab, was alles zu beachten ist, und wie man einen guten Einstieg in CEM machen kann.
Nachdem eine kurze Einführung über CEM vorgestellt wird, folgen die einzelnen Schritte, wie erfolgreiches CEM in einzelnen Schritten aufgebaut werden kann. Die einzelnen Schritte werden von Beispielen begleitet, wie verschiedene Firmen CEM, oder Teile davon, aufgebaut haben, und wie sie damit erfolgreich waren.
Einzige Kritik:
Der Autor verweist immer wieder darauf, dass sein voriges Buch als Grundwissen vorausgesetzt wird, was meines Erachtens nicht erforderlich ist.
Das Buch stellt kein Patentrezept für erfolgreiches CEM dar sondern zielt vielmehr darauf ab, was alles zu beachten ist, und wie man einen guten Einstieg in CEM machen kann.
Nachdem eine kurze Einführung über CEM vorgestellt wird, folgen die einzelnen Schritte, wie erfolgreiches CEM in einzelnen Schritten aufgebaut werden kann. Die einzelnen Schritte werden von Beispielen begleitet, wie verschiedene Firmen CEM, oder Teile davon, aufgebaut haben, und wie sie damit erfolgreich waren.
Einzige Kritik:
Der Autor verweist immer wieder darauf, dass sein voriges Buch als Grundwissen vorausgesetzt wird, was meines Erachtens nicht erforderlich ist.
Die hilfreichsten Kundenrezensionen auf Amazon.com (beta)
Amazon.com:
11 Rezensionen
17 von 19 Kunden fanden die folgende Rezension hilfreich
What a disappointing jumble of jargon!
16. Dezember 2005
Format:Gebundene Ausgabe
For those individuals who have not been previously exposed to the concept of Customer Experience Management as an alternative to Customer Relations Management, this book might be an amazing eye opener. But that would be strictly because of the exposure to a new idea, as it's certainly not the convulted style of writing which can result in even the most intelligent people scratching their heads.
I purchased this book in order to get very down to earth methods to begin applying the concept to the company I work for. What I found, instead, was a list a mile long of jargon that all began to run together and sound the same. "Experiential platform", "brand experience", "experiental value promise", experiential positioning"... soon enough my mind was preoccupied with trying to remember which was which, rather than being able to absorb the essence of what the author was trying to say. And the crazy thing is that each of those phrases I just mentioned are supposedly the very concrete, measureable phases behind his take on the CEM approach! Getting tangled in the minutia of catch phrases did nothing to help me move forward into CEM.
I've come away from the book disappointed I didn't learn anything of real value, but even more disappointed that I spent the money on the book. Don't bother!
I purchased this book in order to get very down to earth methods to begin applying the concept to the company I work for. What I found, instead, was a list a mile long of jargon that all began to run together and sound the same. "Experiential platform", "brand experience", "experiental value promise", experiential positioning"... soon enough my mind was preoccupied with trying to remember which was which, rather than being able to absorb the essence of what the author was trying to say. And the crazy thing is that each of those phrases I just mentioned are supposedly the very concrete, measureable phases behind his take on the CEM approach! Getting tangled in the minutia of catch phrases did nothing to help me move forward into CEM.
I've come away from the book disappointed I didn't learn anything of real value, but even more disappointed that I spent the money on the book. Don't bother!
15 von 17 Kunden fanden die folgende Rezension hilfreich
Packed With Knowledge!
6. Juni 2004
Format:Gebundene Ausgabe
The revolutionary approach that Bernd H. Schmitt is advocating here wouldn't sound so radical to anyone who has ever been in therapy: be aware, see things from other people's point of view, address their concerns. If you've been in $150 an hour territory, this isn't radical, but in the suites of marketing, the author contends, it is brand new. The book is an interesting follow up to the author's earlier seminal work on the broader theory of customer experience. Entitled Experiential Marketing, that work made the case for a customer-experience focus. This book is more of a practical how-to, professorially organized into a neat near-outline format. Here, Schmitt makes the case for dissecting, designing and then improving, the customer's experience with your product. We recommend this book of marketing therapy to anyone selling a product or service - and it is lots less expensive than putting your consumers on the couch.
15 von 19 Kunden fanden die folgende Rezension hilfreich
Obvious concepts with no added depth
4. August 2005
Format:Gebundene Ausgabe
I had a hard time putting the book down. I kept reading hoping the book would reveal some item beyond the obvious. Schmitt spends 200 pages explaining that customer experience should be at the forefront when launching a new product or designing a marketing campaign. I dare say Schmitt would be hard pressed to find a CEO that doesn't taut the value of good customer experience or the importance of retaining customers.
Where Schmitt falls drastically short is tying customer experience activities to financial decisions companies make every day. This is perhaps the largest challenge those of us in customer retention or customer marketing face every day. It is great to ascertain that companies should improve customer support to provide a better customer experience to retain more customers. However, how does a manager position a $200,000 call center upgrade vs. a $200,000 product enhancement? According to Schmitt both are valuable in the Customer Experience framework. With limited lip service to "regression modeling" and "customer surveys" there is no valuable guidance to help a customer experience focused manager position their projects against other expenditures within a company.
Schmitt could take a few pages out of Jim Collins' work to better tie customer experience initiatives to corporate financial success.
Where Schmitt falls drastically short is tying customer experience activities to financial decisions companies make every day. This is perhaps the largest challenge those of us in customer retention or customer marketing face every day. It is great to ascertain that companies should improve customer support to provide a better customer experience to retain more customers. However, how does a manager position a $200,000 call center upgrade vs. a $200,000 product enhancement? According to Schmitt both are valuable in the Customer Experience framework. With limited lip service to "regression modeling" and "customer surveys" there is no valuable guidance to help a customer experience focused manager position their projects against other expenditures within a company.
Schmitt could take a few pages out of Jim Collins' work to better tie customer experience initiatives to corporate financial success.
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