Customer experience management: definition

[nrumohammad0]

Customer experience management is increasingly being adopted by executives and marketing managers in organizations of all sizes and industries because it helps address a number of important issues: driving growth , increasing revenue , and fostering organizational change . It is both a process that spans the entire funnel and a comprehensive tool that makes it easier and more effective to connect with your target audience at every touchpoint.

The first to systematize the reflections on the ways of managing the panama whatsapp resource consumer experience is Bernd H. Schmitt, who in 2003 introduced in his book Customer Experience Management a new and visionary approach to managing the relationship between brand and customer. In this model, which he renamed Customer Experience Management (CEM or CXM), processes, methodologies and tools are used to positively transform the brand image. In every touchpoint of the customer journey, online and offline, Schmitt sees an extraordinary opportunity to maximize the customer experience and establish a bond destined to last over time.

20 years have passed since the publication of Schmitt's book and many people have interpreted the concept of customer experience management by applying it to their own corporate mission. Gartner , for example, a leading multinational in consulting and research, defines it as the discipline that deals with thoroughly knowing one's target and implementing strategic plans , in which the efforts of the various corporate functions come together in a customer-centric culture with the aim of improving the relationship with the customer , to increase their loyalty and support for the brand. From this perspective, customer experience management is conceived as a strategic management process of the entire experience that the customer has of a product or a company .