Customer Experience Management: A Revolutionary Approach to Connecting With Your Customers

DIAMOND
RATING
Senteo Rating 2.5
04/27/23
views 13454
comments0
Author:Bernad H. Schmitt
04/27/23
views 13455
comments0
Author:Bernad H. Schmitt
DIAMOND
RATING
Senteo Rating 2.5

Customer Experience Management: A Revolutionary Approach to Connecting With Your Customers
Bernad H. Schmitt, John Wiley & Sons, 2003
Senteo’s Review information

In Customer Experience Management, the author expands on his previous seminal work (Experience Marketing) to provide a more practical framework for designing and improving on the customer experience. Schmitt begins with a critique of the prevailing models (in 2003) of the marketing concept, customer satisfaction, and CRM, introducing Customer Experience Management CEM) as the new framework.

This framework consists of 5 steps: analyzing the experiential world of the customer; building the experiential platform; designing the brand experience; structuring the customer interface; and engaging in continuous innovation.

In this follow-up to Experience Marketing, the author looks to introduce a framework for implementing what he spends most of the previous book discussing in the theoretical realm. While it may seem an oversimplification for some readers, lacking in the extensive diagrams and charts, the chapters devoted to the five steps are full of case studies and examples of successful companies to illustrate each point across an array of industries (Apple, Amazon, Carnegie Hall, Citigroup, GE, Hilton, FexEx, Nike, Prada, and many others). The framework provides a possible construct to evaluate one’s company.

The book is somewhat dated in that it doesn’t address more recent trends in customer experience such as social networking or the Internet. For example, under the section Structuring the Customer Interface there is a part dealing with interconnecting interface touchpoints, but nothing specific to the Web or social networking. Also, some readers will find the book lacking in tools for implementation such as check lists, charts and templates, but this is more of a high-level guide to the principles of customer experience management and less of an implementation tool. Thus, while the author calls CEM both a “strategy and implementation tool,” in truth he tries to give a framework for implementing, however some may find it more of a case study approach. It also is not a book on ongoing management of the customer experience, despite the title.

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.

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.

Readers can use the CEM framework in developing a methodology for analyzing and developing a customer experience strategy. This book gives a good overview and some examples through cases of what to do and not to do. It will be of interest to executives, consultants and students as a strategy  tool, however the reader might refer to more specific books on how to measure or for developing a tactical strategy and implementation.  For more on these subjects, see the Senteo reviews for The Experience Economy and Customer Experience Strategy.

Senteo Subject Category
Senteo

This book gives a framework for development and improvement of the customer experience. This CEM methodology could be used to design a customer experience strategy, however it does not give much in the way of specific steps and tested methods, aside from some case examples.

The best book reviews in your inbox!
Subscribe now and receive a special gift with your subscription.


    Leave a Reply

    Customer Experience Management: A Revolutionary Approach to Connecting With Your Customers
    Bernad H. Schmitt, John Wiley & Sons, 2003
    Have you already read this book?
    Here, are people invited to rate the book?

    How useful was this post?

    Click on a star to rate it!

    Average rating / 5. Vote count:

    No votes so far! Be the first to rate this book.

    See content on this topic

    PLUS magazine talked about many topics with Michael Ruckman, Founder and President of Senteo, a boutique consultancy with an impressive track record in business transformation.
    Michael Ruckman is the founder and President of Senteo. He is also a senior advisor at Efma. He discusses the...
    Michael Ruckman Talks about Customer-Centric Business Models
    What is the difference between retention and loyalty, and between customer-centric and relationship-centric business models? How exactly can one monetize customer experience? Michael Ruckman answers these questions and more…
    Voice On Demand Retail Podcast: Part 3 – Leadership in the Retail Market
    Michael Ruckman talks about Customer Experiences & Customer Journeys, The three faces of Digital for Retailers and the state of leadership in the retail market today.
    Michael Ruckman Talks about Customer-Centric Business Models
    What is the difference between retention and loyalty, and between customer-centric and relationship-centric business models? How exactly can one monetize customer experience? Michael Ruckman answers these questions and more…
    What is Relationship-Centricity?
    This short video explains what relationship-centricity is and how it is different from customer-centricity. Follow the link to see how companies can extract value from their relationships with
    How to Build a Business That Lasts 100 Years
    Join strategist Martin Reeves as he explains how executives can apply six principles from living organisms to build resilient businesses that flourish in the face of change.
    Build a Tower, Build a Team
    Tom Wujec from Autodesk presents some surprisingly deep research into the “marshmallow problem” — a simple team-building exercise that involves dry spaghetti, one yard of tape and a marshmallow.
    What is Relationship-Centricity?
    This short video explains what relationship-centricity is and how it is different from customer-centricity. Follow the link to see how companies can extract value from their relationships with
    How to Build a Business That Lasts 100 Years
    Join strategist Martin Reeves as he explains how executives can apply six principles from living organisms to build resilient businesses that flourish in the face of change.
    Senteo Rating
    The Infinite Game
    Senteo Rating
    The Innovator’s Dilemma: The Revolutionary Book That Will Change the Way You Do Business
    Related Book Reviews & Education
    The book advocates that creating an intentional, consistent, differentiated and valuable customer experience that is synonymous with your brand is increasingly recognized as a vital driver of corporate performance.
    This book has three main areas of focus: know your customer; improve your processes; and extend your processes beyond your enterprise to cover the complete value chain.
    Chris Anderson argues that 80/20 rule applies in traditional retail channels, while in the online world, the ’98 percent’ rule applies. Mass culture is disappearing, being replaced by several niches.
    A guide to marketing in the digital age, focusing on how to build a marketing strategy in a world where consumers are constantly bombarded with communications and have learned to tune out the ad-saturation which has engulfed consumers over the last two decades.