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Customer Experience Management is the logical sequel to Experiential Marketing both written by Prof. Bernd H. Schmitt.  Experiential Marketing offered a new marketing paradigm that argues for a customer-focused instead of a product- or brand-focused approach showing managers to create a variety of experiences (sense, feel, think, act and relate).

Customer Experience Management is the next step where Schmitt introduces the five-step CEM process, a comprehensive tool for connecting with customers at every touch-point.  Schmitt offers not only a framework, methodologies and models but also up-to-date business cases that can serve as benchmarks.

I will give you a brief review of the most important issues Prof. Bernd H. Schmitt describes in this book but first I will quote his definition of Customer Experience Management (CEM):

“Customer Experience Management is the process of strategically managing a customer’s entire experience with a product or a company.” 

What does CEM offer?

§         A truly customer focused management concept

§         A process-oriented satisfaction idea

§         A broad view of how a company and its products are relevant to a customer’s life

§         A connection with the customer at every touchpoint

§         A concern with sales and brand preference

§         An integrative approach to the organization, internally as well as externally

§         A practical management tool how to provide experiential value to customers and derive financial value

Schmitt outlines the five-step customer experience management framework as follows:

1.       Analyzing the experiential world of the customer in order to understand it

2.       Building the experiential platform

3.       Designing the brand experience

4.       Structuring the customer interface

5.       Engaging in continuous innovation

The book offers the reader a total new perspective and starting point for new marketing and managerial challenges. 

While traditional marketing concepts start the analysis from the company’s point of view, Schmitt starts his analysis from the customer’s experiential world.  And when you think about it, it’s quite logical. 

This book is as well as refreshing as a practical guide to more marketing and brand management success.