How to Approach Customer Experience Management
Published: 27 December 2004
Managing the detail of customer experiences is an important part of any customer relationship management strategy. We show how to design, implement, manage and profit from a CEM program.
Table Of Contents
- Management Summary
- What Is CEM and Why Is It Important?
- Defining a Customer Experience
- The Challenge of Managing the Customer Experience
- Competing Brands Are Increasingly Similar, but Customer Experience Differentiates
- Does Greater Customer Satisfaction Mean Greater Customer Loyalty and Profit?
- Developing the Right Kind of Loyalty: Rational vs. Emotional
- How Do Organizations Create and Drive Positive Customer Management?
- Customer Experience Management: Before, During and After the Experience
- Setting Expectations: Brand Values and Reputations Make Promises
- Case Study: Disney Theme Parks — Car Parking, Queues and Culture
- Designing the Customer Experience
- Process Maps Expose "Moments of Truth"
- Case Study: The Journey of a Business Passenger on a Major U.S. Airline
- Continuous Improvement: Collect Feedback Across All Channels
- Act on Feedback: Tell Customers and Staff
- What Are the Primary Changes Required to Drive CEM?
- Start With What the Business Controls
- Explore the Details: Products and Services Are Experience Bundles
- Case Study: Kaiser Permanente and IDEO Redesign the Patient Experience
- Employees Improve the Customer Experience Most
- Incentives for Changing Employee Behavior
- The Frontline Customer Contact Experience: Get the Basics Right First
- Governance: Define Responsibilities for Each Part of the Customer Experience
- Customer Experience Metrics and Measurement
- CEM Techniques and Technologies for Channels
- Capturing and Improving the Experience in Face-to-Face Contact
- Capturing and Improving the Customer Experience in Contact Centers
- Case Study: TXU Utilities Employees Take Ownership of Complaints
- Improving the Web Experience
- Case Study: Package Delivery Company Migrates to the Web
- Determining Enterprise Readiness for CEM
- Acronym Key
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