Customer Experience Management

Why did I choose this resource?

I chose this resource to gain knowledge about the customer experience and why it is so important to a business.

What did you learn from it?

I learned the 5 step process to creating the best customer experience and why doing so brings success to a company.

Key Knowledge

• Customers are the most vital aspect in the success or failure of a company
• Customer Experience Management (CEM)
  • Marketing and customer service strategy
  • Examines customer experience – from the product itself, through the buying process, and finishing with product usage by the customer
• 5 Steps to Understanding the Customer
  • Analyze
    • Define your customer as precisely as possible
      • Target
        • B2C – Business to Consumer – pleasure
        • B2B – Business to Business (Anant) – work
      • Focus
        • buyers
        • users
    • Analyze your customer’s experience
      • Context – experience
      • Usage
      • Product Category
      • Brand
    • Track the steps of their experience
      • The trend
      • The situation
      • The category
      • The fans
    • Note what your competitors are doing
      • Direct competition
      • Upstarts
      • Outside your industry
  • Build the platform.
    • Positioning – meaning of the brand
    • “Experiential Value Promise” – EVP – States exactly what the customer will receive from the product/service
    • “Implementation theme” – Concretely manifests the platform
  • Design the experience.
    • Advertising
    • Online presence
    • Logos
    • Signs
    • Packaging
    • Retail environment
    • MORE
  • Structure the interface and link them together.
    • “Essence and Flexibility” – people like to know a real person is involved
    • “Style and Substance” – balance
    • Time
  • Innovate continuously in small and large ways.
    • Draws in new customers
    • Develops a stronger loyalty with existing customers

How are you using what you learned?

I am using what I learned to analyze our customer experience from beginning to end.

Key Changes / Key Actions

• Research what our competitors and other companies are doing
• Use the 5 step program to understand our customers
• Implement a formal CEM program

Source

• Name : Customer Experience Management
• Author : Bernd H. Schmitt
• getAbstract.com: Link to Book