Customer Experience Management
A five-step process to manage the customer experience, drawn from fast moving consumer goods industries.
Auteur(s) : Bernd H. Schmitt
Éditeur : John Wiley & Sons
Date de parution : 2003
L'avis de manageris
This book is the sequel to the best seller Experiential Marketing, which militated for a customer-oriented approach rather than focusing on the product or brand to define the offering. The author proposes a five-step process to manage the customer experience, namely, analyze the customer’s experiential world, build a platform of experiences, design the brand experience, structure the interface with customers and design the organization to innovate continually. Written essentially for the world of mass consumer goods, this book stands out with rich and detailed examples, inspired by the author’s consulting activity.