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

图书标准信息

• 作者 Bernd H. Schmitt 著
• 出版社 Wiley
• 出版时间 2003-01
• 版次 1
• ISBN 9780471237747
• 定价 346.80元
• 装帧 精装
• 开本 32开
• 纸张 胶版纸
• 页数 256页
• 正文语种 英语

【内容简介】

InCustomerExperienceManagement,renownedconsultantandmarketingthinkerBerndSchmittfollowsuponhisgroundbreakingbookExperientialMarketingbyintroducinganewandvisionaryapproachtomarketingcalledcustomerexperiencemanagement(CEM).Inthisbook,SchmittdemonstrateshowtoputhisCEMframeworktoworkinanyorganizationtospurgrowth,increaserevenues,andtransformtheimageofyourcompanyanditsbrands.Fromretailbuyingtotelephoneorders,frommarketingcommunicationstoonlineshopping,everycustomertouch-pointofferscompaniesanopportunitytomaximizethecustomerexperienceandestablishabondthatwillneverbebroken.CustomerExperienceManagementintroducesthefive-stepCEMprocess,acomprehensivetoolforconnectingwithcustomersateverytouch-point.ThisrevolutionarymarketingguideprovidescasesofsuccessfulCEMimplementationsinawidevarietyofconsumerandB2Bindustries,includingpharmaceuticals,electronics,beautyandcosmetics,telecommunications,beverages,financialservices,andeventhenonprofitsector.Amust-readforseniorexecutives,marketingmanagers,andanyonewhowantstodrivegrowth,increaseincome,andspurorganizationalchange,CustomerExperienceManagementdemonstratesthepowerofcollectingtrulyrelevantcustomerinformation,developingandimplementingwinningstrategies,andmeasuringtheirresults.

【作者简介】

BERNDH.SCHMITTisProfessorofMarketingatColumbiaBusinessSchoolandtheExecutiveDirectoroftheCenteronGlobalBrandLeadership.AsaconsultantandCEOoftheEXGroup,hehasworkedwithcompaniesworldwide,includingSony,Ford,Procter&Gamble,Este′eLauder,DuPont,andIBM.HeisalsoauthorofthebestsellingExperientialMarketing:HowtoGetCustomerstoSense,Feel,Think,Act,andRelatetoYourCompanyandBrands.FormoreinformationonSchmittorhiswork,visitwww.meetschmitt.com.

【目录】

Chapter1.TakingtheCustomerSeriouslyFinally.Chapter2.AnOverviewoftheCEMFramework.Chapter3.AnalyzingtheExperientialWorldof?theCustomer.Chapter4.BuildingtheExperientialPlatform.Chapter5.DesigningtheBrandExperience.Chapter6.StructuringtheCustomerInterface.Chapter7.EngaginginContinuousInnovation.Chapter8.DeliveringaSeamlesslyIntegratedCustomerExperience.Chapter9.OrganizingforCustomerExperienceManagement.Notes.Index.