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Full Description
In a world packed with competing demands on a consumer's attention, it is more important than ever for businesses to deliver the best possible customer experience. A customer with a wealth of communication channels at their fingertips is less forgiving and more demanding, and any organisation that wants to succeed needs to learn to successfully meet the desires of this customer base. This unique marketing guidebook introduces the research, theory and practice of Customer Experience Management (CEM), and explains why organizations that use CEM can become more successful and profitable. It demonstrates how CEM provides a dynamic solution to managing the customer experience, whether to drive profits, or ensure better service experiences. Containing new thinking in the design and development models of customer experience management based on primary research, and covering a wide range of customer experience areas in both the private and not for profit sectors, this dynamic text will be of great interest to advanced students and professionals in the fields of marketing, branding and customer service.
Contents
Prelude Background CHAPTER ONE Customer service CRM literature CEM Literature Phenomena, process and outcomes Internal resources (processes)Customer experience (phenomenon)Financial value (outcome) Customer equity Models of CEM (commercial) Models 1-8 in the public domain CEM revenues and profits CEM stages of development Commercial CEM summary S-D Logic Phenomena, processes and outcomes in CEM CEM commercial success stories Not for profit CEM Not for profit CEM success stories Emerging themes and patterns Chapter summary CHAPTER TWO The experiential world around us The meaning of satisfaction Gaps and service quality Service experience bundle The creation of loyalty Constructing the experience journey Experience KPI measurement Summary CHAPTER THREE Customer value Service and the experience as marketing drivers Service and experience success Key service experience features Construction of experience values Summary CHAPTER FOUR Service in not for profit - case studies Key service and support services in a experiential world The role of technology in service experience Technology in CEM Summary CHAPTER FIVE CEM and its role For profit CEM Not for profit CEM Quality in the service experience CEM recommendations Inside the head of the customer Developing insight People skills Putting CEM together CEM management and control Feedback loop Summary CHAPTER SIX The brand experience and reputation management Value propositions that drive quality experience Brand equity Customer innovation of experience Customer experience and employee experience The experience co-creation Summary CHAPTER SEVEN Social networks and experience building The conscious and unconscious mind of experience Pre - during and post experienceThe new experiential mindsetSummary
