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CEM and Brand Differentiation
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What separates CEM from CRM or the various concepts that have gone before? In my view it is this: CEM should be a strategic rather than a tactical response to the market.
Ramesh Venkat makes this point by saying customer satisfaction, as measured by ACSI, has barely changed since 1995. Similarly, those organizations that try to compete on the basis of product quality are within a few percentage points of each other in terms of perceived quality. We have to look at the IKEA¡¯s, Starbucks and Southwest Airlines to find brands that are significantly different from their competitors and this is reflected in their earnings
These brands are successful because they have a clear strategy which is aimed at delivering what their target customers value most. This requires a single-minded focus on what is important to their customers and the discipline to align internal capabilities with it. As Paul Ward reminds us, having insight is not enough, you then have to turn this into an experience that delivers the brand promise every day.
So the question you must ask yourself is this; does my executive team have the appetite to embark on a CEM strategy? I hope the following articles will help you find the answer
Shaun Smith
GCCRM International Partner (UK)
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Strategy
Brands that I Love to Hate
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There are some brands that I hate: Brands like Ryan Air, IKEA and Capital One. Yet I admire them for their singularity of purpose, clarity of vision and superior returns.I hate Ryan Air because it ...full story |
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Building Brands through Customer Experience
Customer Experience as a Brand Differentiator
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There has been so much written about the importance of customer experience. It is hard to argue with the notion that a business should strive to improve its customer experience. Superior customer experience...full story |
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CEM and Branding
Conoco's Leadership in CEM
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From a management analyst's point of view, customer experience management (CEM) is the next evolution of customer relationship management (CRM), the latter being a well-tested and generally well-understood enterprise initiative... full story |
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