What Does a Customer Experience Manager Do?

Customer experience management is a new customer management method and technology that has emerged in recent years. According to the definition of Bernd H. Schmitt in the book "Customer Experience Management", Customer Experience Management (CEM) is "the process of strategically managing the customer's overall experience with the product or company "

Customer Experience Management

Customer Experience Management (

Early detection of problems CEM tools can identify and track customer problems in the system, so that business decision makers can take immediate measures to solve them, prevent micro-steps, and avoid causing problems out of control and greater waste.

Various factors that a company (or a brand) can directly or indirectly allow customers to experience are of different importance in different industries and for different target markets and customers. But the quality of the final customer experience is inseparable from these factors, which is why customers patronize (or not patronize). These factors are:

product. Including goods and services. Some enjoy it immediately (such as the catering industry), and some later (such as electronics and consumer durables).

service. Includes basic services (serving basic products) and additional services (e.g. after sales, repair and consulting services).

relationship. Including various means to strengthen relationships with customers (such as VIP clubs, special offers to long-term customers, etc.).

Convenience. Including the convenience of the entire customer cycle process (pre-purchase / consumption, before, during, and after), whether it is easy, time-saving, and labor-saving (such as online /

Customer experience management is "the process of strategically managing the customer's overall experience with a product or company" (Schmitt, 2003), while the customer experience management framework is a collection of processes and strategies that guide the implementation process of customer experience management in all directions. Schmitt (2003) established a framework for implementing customer experience management, and pointed out that the following steps can be followed to implement customer experience management: (1) Analyze the world of customer experience (sociocultural factors, consumer experience needs, lifestyles, and factors that affect customer experience). The business methods are all things to consider); (2) Establishing a customer experience platform (mainly including elements such as experience positioning and experience value commitment); the commanding height of the customer experience platform is a comprehensive implementation theme, which mainly coordinates the market and communication and future innovation ); (3) design brand experience (experience product characteristics, product aesthetics, label design, packaging and shelf placement, experience information and advertising, the image on the website and other marketing activities, etc. to form a brand experience); (4) establish Contact with customers to achieve positive interaction with customers (contact points with customers mainly include face-to-face contact in the store, visits from sales representatives to customer offices, bank ATMs, online transactions, etc.); (5) committed to continuous innovation (Including ways to receive customers and activities that enhance the customer experience, from major inventions to product forms Small innovations and marketing innovations). This theory laid the foundation for the implementation of customer experience management. ^[1]

Customer experience management related books ^[1]

Customer Experience Management

Author: Guo Hongli, with David Yuan

Publisher: Tsinghua University Press

Publication time: 2010-1-1

Word Count: 271000

Folio: 16

ISBN: 9787302215042

Price: $ 35.00

Introduction to Customer Experience Management

The era of experience economy has arrived!

More and more industries and enterprises are aware that the source of core competitive advantage is gradually shifting from products and technologies to clients. Customer experience management is becoming a mainstream management approach and competitiveness.

This book explains the customer service toolscustomer experience managementthat companies must rely on in order to improve customer loyalty and competitive advantage under the experience economy, and explores the feasibility and strategic choices for companies to identify, create, and deliver customer experiences.

As a monograph on systematically discussing "customer experience management", this book integrates advanced foreign market and management concepts, and combines with the reality of Chinese enterprises. It can not only provide a model for enterprise management and business practice, but also serve as a starting point for further theoretical research. This book can be a useful reference for business managers, marketing and service contacts, and management consultants. It is also suitable for related professional researchers and scholars in business management, e-commerce, marketing, and information management.

Customer Experience Management

Guo Hongli, Ph.D. in Management from Tongji University, is currently an assistant professor at the School of Economics of Xiamen University, and concurrently serves as the editorial board of Customer World magazine. He has long been committed to research and teaching in customer relationship management, customer value and customer experience management, call center operation and management, and information system construction. Today, he has published more than 20 papers in domestic core academic journals such as Management Science, Industrial Engineering and Management, and professional journals such as 21st Century Business Review and Customer World.

Customer Experience Management Catalog

Chapter 1 The Age of Experience Economy Has Arrived

1.1 The era of the experience economy has arrived

1.2 Customer experience is the source of customer value improvement

1.3 Customer Experience Management and Enterprise Competitive Advantage

1.4 Customer Experience Tour

Chapter 2 Recognizing Customer Experience

2.1 What is customer experience

2.2 Characteristics of the customer experience

2.3 Analysis of the mechanism of customer experience

2.4 Hierarchical Conceptual Model of Customer Experience

2.5 Customer Experience and Customer Satisfaction

2.6 Experiential Marketing and Traditional Marketing

Chapter 3 Customer Experience Management and Its Framework

3.1 Concept of Customer Experience Management

3.2 Customer Experience Management Implementation Path

3.3 Customer Experience Management Framework

3.4 Customer Life Cycle and Customer Consumption Behavior

3.5 Analyze the world of customer experience

3.6 Factors Affecting Customer Experience

3.7 Design and deliver customer experience

3.8 Controllability and measurability of customer experience

Chapter 10 Ten Themes of Customer Experience

4.1 Trust experience-fair trade and trustworthy

4.2 Convenient Experience-Simplified process, convenient time and space

4.3 Commitment experience-keep promises and fulfill promises

4.4 Respect for experience-fair treatment and respect for personality

4.5 Autonomous Experience-Fully Participated and Autonomous

4.6 Choice experience-more opportunities and advantages

4.7 Knowledge Experience-Enhance Knowledge and Emotion

4.8 Cognitive Experience-Focus on Personality and Effective Cognition

4.9 Beneficial Experiences-Actively Advocate and Beneficial Life

4.10 Identity Experience-Demonstrating Identity and Feeling Glory

4.11 Hierarchical pyramid model of customer experience theme

4.12 Satisfaction / Loyalty Association Model for Customer Experience Themes

Chapter 5 Experience Creation Strategies in Attracting Customers

5.1 Establish a corporate culture centered on customer experience creation

5.2 Product design for the purpose of delivering experience

5.3 Brand Experience

5.4 Experiential Marketing

5.5 Experience Product Pricing

Chapter 6 Experience Creation Strategies for Customer Development

6.1 Exposure to the environment

6.2 Staff management

6.3 Process settings

6.4 Channel construction

Chapter 7 Customer Creation Strategy

7.1 After-sales service

7.2 Complaint handling

7.3 Customer care

Chapter 8 Technical Implementation of Customer Experience Management

8.1 Analysis of the relationship between CEM and CRM

8.2 Customer Experience Data Collection Methods

8.3 CEM System Design

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