The paper "Customer Experiences " is a great example of a marketing essay. The need to develop a customer experience is directly related to the proceedings that accompany needs to apply in order to make a correct entry in the market. It is also applicable for the up-gradation of the product presentation in the market. There are many companies that are very particular about this up-gradation as it makes their product more users’ friendly and thus increasing their demand accordingly. Customer experiences are collected from the derivative results of all interactions.
It is very important to have positive customer experiences (Schmitt, B. 2003). For this, the experiences are the direct outcome of the design of the operation that has been undertaken in a proper format. This is out and out a managerial responsibility. CEM focuses exclusively on the operational design process is twofold. These are - Improved and well-knitted key value drivers to differentiate the customer experience To have a systematic response to address the negative experiences with the customer 2. the target customers The determination for the realization of the target customer depends out and out on the objective and the motivation of the launching of the product.
Rigby, Darrell K.; Frederick F. Reichheld, Phil Schefter (2002, 101-09), declared that as it is impossible to manage with all kinds of customers it is very important to target in a particularised section. The products can target a particular customer category on the basis of class, gender, age and social and cultural setup. Choices must be based on specific surveys and research works. In order to have specified results for the detection of the target market, it is very important to have prolific speculation over customer capacity and competency.
This is possible through proper professional training among the managerial cadres and improving processes and technology that enable the organization to get closer to achieving the desired results. It is very necessary to have all kinds of simple and complex systems to achieve desired market outcomes. For Pine, J. and Gilmore, J. (1999), there must be a proper comprehensiveness between humans and technology while interacting. There are many designs that can make the target closer to the analytical periphery.
Edwards, John, Get It Together with Collaborative CRM, (2007-11-29). insideCRM. Tippit. Retrieved on 1st oct. 2008
Koch, Christopher, AT&T Wireless Self-Destructs, (10 May 2004), http://www.cio.com.au/index.php/id;45350857;fp;;fpid;;pf;1>. Retrieved on 1st oct. 2008
Pine, J. and Gilmore, J., The Experience Economy, Harvard Business School Press, Boston, 1999.
Rigby, Darrell K.; Frederick F. Reichheld, Phil Schefter "Avoid the four perils of CRM". Harvard Business Review 80 (2): 101–109. (2002). doi:10.1225/8946.
Schmitt, B. Customer Experience Management, The Free Press, New York, 2003.
Schmitt, B. and Simonson, A., In Marketing Aesthetics:The strategic management of brands, identity, and image The Free Press, New York, 1997.