Renowned marketer Bernd Schmitt introduces a new marketing paradigm-customer experience management
Everyone has stories about terrible customer service-whether they were treated poorly by an airline they often fly, or received lackluster service at a pricey hotel. Despite the fact that almost every company ostensibly embraces customer relations, most of them aren't doing a very good job of it. In The Customer Experience, legendary marketer Bernd Schmitt follows up his groundbreaking book Experiential Marketing by introducing a new and visionary approach to marketing called customer experience management (CEM). CEM is based on the idea that companies can better use their technological resources to maximize the sensory and emotional aspects of the customer's experience, especially now that so much of commerce takes place online or from remote locations like ATMs. Schmitt offers strategies for putting his theories into practice and demonstrates how CEM will oust other in vogue marketing schemes such as customer relations management (CRM) by reworking both the static company image and the way the consumer fundamentally interacts with the company. A profound and provocative treatise on the future of marketing, based on Schmitt's years of marketing experience, The Customer Experience will transform modern marketing to maximize the customer's sensory and emotional experience.
Bernd Schmitt (New York, NY) is a Professor of Marketing at Columbia Business School and the Executive Director of the Center on Global Brand Leadership. As a consultant, he has worked with companies worldwide, including Sony, Ford, Philip Morgan, and Procter & Gamble. He is the coauthor of two other books on marketing and has contributed articles to The New York Times, the Financial Times, The Wall Street Journal, and Fortune, and has appeared on CNN, Bloomberg, and CNBC.
Everyone has stories about terrible customer service-whether they were treated poorly by an airline they often fly, or received lackluster service at a pricey hotel. Despite the fact that almost every company ostensibly embraces customer relations, most of them aren't doing a very good job of it. In The Customer Experience, legendary marketer Bernd Schmitt follows up his groundbreaking book Experiential Marketing by introducing a new and visionary approach to marketing called customer experience management (CEM). CEM is based on the idea that companies can better use their technological resources to maximize the sensory and emotional aspects of the customer's experience, especially now that so much of commerce takes place online or from remote locations like ATMs. Schmitt offers strategies for putting his theories into practice and demonstrates how CEM will oust other in vogue marketing schemes such as customer relations management (CRM) by reworking both the static company image and the way the consumer fundamentally interacts with the company. A profound and provocative treatise on the future of marketing, based on Schmitt's years of marketing experience, The Customer Experience will transform modern marketing to maximize the customer's sensory and emotional experience.
Bernd Schmitt (New York, NY) is a Professor of Marketing at Columbia Business School and the Executive Director of the Center on Global Brand Leadership. As a consultant, he has worked with companies worldwide, including Sony, Ford, Philip Morgan, and Procter & Gamble. He is the coauthor of two other books on marketing and has contributed articles to The New York Times, the Financial Times, The Wall Street Journal, and Fortune, and has appeared on CNN, Bloomberg, and CNBC.