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

~ Bernd H. Schmitt (Author), (Author) "Companies of all kinds acknowledge that their customers are important; that customers are the company's most valuable asset; that the company survives only when it..." (more)
Key Phrases: experiential positioning, experiential platform, brand stripping, Carnegie Hall, United States, New York (more...)

Editorial Reviews

Review

"...demonstrates the power of collecting truly relevant customer information..." (Managing Information, January/February 2004)

"...demonstrates the power of collecting truly relevant customer information..." -- Managing Information, January/February 2004

Product Description

In this follow-up to his bestselling book Experiential Marketing, Bernd Schmitt introduces the five-step CEM process, a comprehensive tool for connecting with customers at every touch-point. A must-read for senior executives, marketing managers, and anyone charged to drive growth and spur change.

PRAISE FOR Customer Experience Management

"In all his work Bernd Schmitt sets about scraping away the conventional marketing wisdom. Schmitt’s prescription makes it more satisfying to be a customer, more satisfying to be a brand manager. I hope desperately that every company with which I do business reads this book."
–Martyn Straw, Chief Strategy Officer, BBDO Worldwide

"Schmitt finally identifies the bush that a lot of marketing departments have been beating around. He anchors the activities that cost us millions and billions of dollars to ‘end game’ objectives that have never before been so beautifully focused."
–Victor J. Pacor, Chief Marketing Officer, Sony Electronics, Inc.

"With his groundbreaking new book, Schmitt answers a much-needed call for a practical way to enact experiential marketing. His dynamic and engaging voice makes this as entertaining as it is informative."
–John Quelch, Senior Associate Dean for International Development
Harvard Business School

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Product Details

• Hardcover: 288 pages
• Publisher: Wiley; 1 edition (January 31, 2003)
• Language: English
• ISBN-10: 0471237744
• ISBN-13: 978-0471237747
• Product Dimensions: 9 x 6.1 x 1.1 inches
• Shipping Weight: 15.5 ounces (View shipping rates and policies)
• Average Customer Review: 3.7 out of 5 stars  See all reviews (11 customer reviews)
• Amazon.com Sales Rank: #328,233 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

15 of 17 people found the following review helpful:

5.0 out of 5 stars Packed With Knowledge!, June 6, 2004

By	Rolf Dobelli "getAbstract.com" (Switzerland) - See all my reviews (TOP 50 REVIEWER)    (REAL NAME)

The revolutionary approach that Bernd H. Schmitt is advocating here wouldn't sound so radical to anyone who has ever been in therapy: be aware, see things from other people's point of view, address their concerns. If you've been in $150 an hour territory, this isn't radical, but in the suites of marketing, the author contends, it is brand new. The book is an interesting follow up to the author's earlier seminal work on the broader theory of customer experience. Entitled Experiential Marketing, that work made the case for a customer-experience focus. This book is more of a practical how-to, professorially organized into a neat near-outline format. Here, Schmitt makes the case for dissecting, designing and then improving, the customer's experience with your product. We recommend this book of marketing therapy to anyone selling a product or service - and it is lots less expensive than putting your consumers on the couch.

6 of 7 people found the following review helpful:

5.0 out of 5 stars A Satisfied Customer, January 28, 2004

By A Customer

Customer Experience Management is a must-read for busy marketing executives. Although it was a quick read, it should not be taken lightly. The framework Prof. Schmitt outlines carries on where his eye-opening Experiential Marketing left off. It provided me with a good outline and a valuable set of tools with which to jumpstart my marketing department. The case studies were insightful and helped illustrate his methodology and the success many companies around the world are having by making their customer's needs and lifestyle top of mind.

13 of 17 people found the following review helpful:

2.0 out of 5 stars Obvious concepts with no added depth, August 4, 2005

By	F Howard (Austin, Texas) - See all my reviews

I had a hard time putting the book down. I kept reading hoping the book would reveal some item beyond the obvious. Schmitt spends 200 pages explaining that customer experience should be at the forefront when launching a new product or designing a marketing campaign. I dare say Schmitt would be hard pressed to find a CEO that doesn't taut the value of good customer experience or the importance of retaining customers.

Where Schmitt falls drastically short is tying customer experience activities to financial decisions companies make every day. This is perhaps the largest challenge those of us in customer retention or customer marketing face every day. It is great to ascertain that companies should improve customer support to provide a better customer experience to retain more customers. However, how does a manager position a $200,000 call center upgrade vs. a $200,000 product enhancement? According to Schmitt both are valuable in the Customer Experience framework. With limited lip service to "regression modeling" and "customer surveys" there is no valuable guidance to help a customer experience focused manager position their projects against other expenditures within a company.

Schmitt could take a few pages out of Jim Collins' work to better tie customer experience initiatives to corporate financial success.