Read the summary and the most important questions on Customer Experience Management: Toward Implementing an Evolving Marketing Concept A1MCM

• 1 Introduction

• What is Customer Experience Management a resource of (name the 3 options) according to the writers of the article?

  1. Cultural mindset toward Customer Experiences; 
     
  2. Strategic direction for designing Customer Experiences; 
  3. Firm capabilities for continuously renewing Customer Experiences. 

• What is the goal of CEM?

  Achieving and sustaining long-term customer loyalty for competitive advantages and growth of the organisation.

• Instead of methods and processes, Customer Experience Management concerns corporate culture - as a management approach. Explain why this is the case?

  It requires a design-oriented mindset of acting from the perspective of the consumer and encouraging this mindset through the organisation by suggesting strategies, processes and methods.

• How does CEM differ from other management/marketing concepts?

  CRM is about knowing your customers and using the data derived from that and CEM is about understanding how your customers react and behave in real life and use that data.

• 2 Conceptual and Theoretical Foundations of CEM

• Name the two examples of points of contact (touchpoints) that are relevant in a Customer Experience?

  1. Verbal: advertising; or
     
  2. Non-verbal: product use;

  
  incidents that a person perceives and consciously relates to a firm/brand.

• The main goal of Customer Experience is to strengthen customer loyalty. What is a different way of saying this, the words below have been cited from the article:

  'the customer's intention to live again through a touchpoint journey of a firm/brand by transitioning from post-purchase to pre-purchase.'

• What does CEM continuously do with CE's in order to achieve and sustain customer loyalty in the current competitive consumer market?

  The repeated renewal of CE's which means that in today's markets CE's are repeatedly changing.

• 3 A Three-Tiered CEM Conceptualisation

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• CEM is a third order (resource) or concept, what does this mean?

  It means that there are three second-order resources (cultural mindsets, strategic directions and firm capabilities) that again represent a relationship of certain first order resources. It is difficult to copy and thus leads to long-term outcomes.

• There are 3 cultural mindsets that managers use to describe their competitive advantage when it comes to Customer Experience, which three are these?

  1. Experiential response orientation: the mindset that generates cognitive, sensorial, affective, relational and behavioural responses are also, just as a good product, important for customer loyalty;
  2. Touchpoint journey orientation: the mindset that touchpoint the journeys across the pre-purchase, purchase and post-purchase situations should be the main object of decisions regarding the market made across the entire firm;
  3. Alliance orientation: the mindset regarding alliances in aligning touchpoints with other organisations in a customer's connected environment will add to loyalty-enhancing experiential responses.
     

• Name the 4 firm capabilities - 'accumulated knowledge and skills embedded in its organisational processes and routines (Day 1994)' for continuously renewing Customer Experiences.

  1. Touchpoint Journey Design: the capability of planning all potential touchpoints in a journey and then managing them - encouraging more functionally oriented marketing capabilities with an organisation;
  2. Touchpoint Prioritisation: continuously reallocating touchpoints - monetary, technical and HR - and developing and modifying individual touchpoints without having to go through the business planning; 
     
  3. Touchpoint Journey Monitoring: performance indicators that are in fulfilment of the organisation's touchpoint (customer) journey orientation; 
  4. Touchpoint Adaptation: to interpret and improve performance indicators to create an understanding of your customers which leads to the development of customer-centric touchpoints.