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· 분류 : 외국도서 > 경제경영 > 세일즈
· ISBN : 9781138322936
· 쪽수 : 240쪽
· 출판일 : 2019-01-31
목차
Prelude
Background
CHAPTER ONE
Customer service
CRM literature
CEM Literature
Phenomena, process and outcomes
Internal resources (processes)
Customer experience (phenomenon)
Financial value (outcome)
Customer equity
Models of CEM (commercial)
Models 1-8 in the public domain
CEM revenues and profits
CEM stages of development
Commercial CEM summary
S-D Logic
Phenomena, processes and outcomes in CEM
CEM commercial success stories
Not for profit CEM
Not for profit CEM success stories
Emerging themes and patterns
Chapter summary
CHAPTER TWO
The experiential world around us
The meaning of satisfaction
Gaps and service quality
Service experience bundle
The creation of loyalty
Constructing the experience journey
Experience KPI measurement
Summary
CHAPTER THREE
Customer value
Service and the experience as marketing drivers
Service and experience success
Key service experience features
Construction of experience values
Summary
CHAPTER FOUR
Service in not for profit ? case studies
Key service and support services in a experiential world
The role of technology in service experience
Technology in CEM
Summary
CHAPTER FIVE
CEM and its role
For profit CEM
Not for profit CEM
Quality in the service experience
CEM recommendations
Inside the head of the customer
Developing insight
People skills
Putting CEM together
CEM management and control
Feedback loop
Summary
CHAPTER SIX
The brand experience and reputation management
Value propositions that drive quality experience
Brand equity
Customer innovation of experience
Customer experience and employee experience
The experience co-creation
Summary
CHAPTER SEVEN
Social networks and experience building
The conscious and unconscious mind of experience
Pre ? during and post experience
The new experiential mindset
Summary?
