What is customer Experience Management? Before I attempt to answer this question, I would like to throw up a few interesting questions:
Who is a customer? What is the difference between a customer and a consumer? What is a consumer decision journey? Why does a consumer consume something instead of letting it go? Can he consume everything that he 'desires'? What does a customer buy- a product or an experience or both? How does he define his priorities?
What is experience? How do consumers and customers experience? What are the modes through which experience is received and felt? Is experience emotional or logical? Or is it both?
What is management? Can customer experience be managed? Are there any principles which would govern the way the experience should be managed?
What are the implications of these questions for the companies, CMOs, other CXOs, Marketing Managers and Store Managers. Of course, these are not exhaustive questions. However these few questions help us find the direction. And once the direction is set, setting the pace etc isn't a big issue.
The answers to these questions would define what is customer experience management all about?
1 comments:
Interesting. In a well defined manner you have tried to explain the meaning of this important term. But where I can find answers to all these questions.
customer experience measurement
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