Customer experience management
It is proposed that this article be deleted because of the following concern:
If you can address this concern by improving, copyediting, sourcing, renaming, or merging the page, please edit this page and do so. You may remove this message if you improve the article or otherwise object to deletion for any reason. Although not required, you are encouraged to explain why you object to the deletion, either in your edit summary or on the talk page. If this template is removed, do not replace it. This message has remained in place for seven days, so the article may be deleted without further notice. Find sources: "Customer experience management" – news · newspapers · books · scholar · JSTOR Nominator: Please consider notifying the author/project: {{subst:proposed deletion notify|Customer experience management|concern=No notability asserted. Plus, I understood the concept of customer experience management fine before, as it's self-explanatory. After reading the article, I no longer do, because of incoherence and unknown, unexplained concepts. "Brand space"? "CRM space"? A different version was speedied once, please see Talk.}} ~~~~Timestamp: 20070505224929 22:49, 5 May 2007 (UTC) Administrators: delete |
Customer experience management (CEM) is a concept, initially developed by Jan Carlzon through his concept of the Moment of Truth (1987). Customer experience management seeks to extend relationship marketing from one that just considers profoundly rational criteria such as price, product, promotion and place (the 4 Ps) into one that takes a more 'holistic' and experiential approach. For instance, 'how sales reps engage with you' or how the 'experience' of a visit to X retail store is different and more engaging than Y.
At its more extreme the work of Pine and Gilmour talks about the Theatrical experience and how in commoditising markets where the traditional 4 Ps are easily replicable, entertainment value becomes a differentiator.
Other recent developments include its extension into the Brand space through the concepts of Berndt Schmidt (EX Group)e.g. the brand platform.
One of the challenges of CEM is how such 'experiential content' can be measured. It is easy enough in the CRM space which focuses on the value creating bundles of the 4 Ps but with more profoundly emotional criteria this becomes more difficult.
A recent innovation has been the development of Emotional Signature by Beyond Philosophy (see Colin Shaw from research by Steven Walden, Qaalfa Dibeehi with Professor Voss of the London Business School).