|
|
|
|
|
|
 |
| |
|
CEM Touch-point - Marcom |
This monthly newsletter is about CEM Touch-point - Marcom, that means how you communicate Customer Experience Management. The three authors offer different perspectives of the topic but reach the same conclusion: in Customer Experience Management your marcom is the key to manage the process.
The idea of my article is to show you a point of view that often can be neglected. The customer is in charge of the CEM and you can just set the stage, then the customer will actually make his own Customer Experience. I will give 4 simple steps to help you design an effective CEM marcom plan.
Sampson Lee, uses his tradermark Emotion Curve Map to analyze the Louis Vuitton CEM and from there discusses why CEM has to be branded and aligned with the brand values and positioning, even if it means not maximizing customer satisfaction in every aspect of Customer Experience Management.
Michael Walters explains how today marcom effectiveness has changed and the needs to take into account new ways of "engaging" the customer. Customer Experience Management is an effective way of overcoming the decreasing impact of traditional marcom.
Read on, and you will find why, what and how to work your marcom to manage your Customer Experience in an effective way.
Marco De Veglia (Italy)
GCCRM International Partner
|
Let your customer manage your company CEM
The Power of Marcom |
|
Seeing a traveler walking down the road, they decided to settle the issue by trying to make the traveler take off his coat. The wind went first, but the harder the wind blew, the more closely the traveler wrapped his coat around him...
full story
|
 |
Delivering Effective Customer Experience -- Louis Vuitton
"Effective Experience" is not equal to "Good Experience" |
|
Many people are crazy for Louis Vuitton -- a luxury French fashion and leather goods brand. The brand is definitely world famous and is particularly hot in Asia1. When I conduct training and conference in US, Asia and many other countries...
full story
|
|
Marcom Touchpoints
Are They Measurable? |
|
There is a complete irony in the actual meaning of CEM. It means Customer Experience Management. The irony is that, if you as a practitioner of CEM, actually try to create a methodology that allows you to "manage" customer experiences...
full story
|
|
|
|
|
|
|
|
|
|
|
