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Customer Experience Management |
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1. Introduction
The very so changing atmosphere that individuals are facing with the waking of a new day brings with it aspects of their lives that constantly evolve as well.
Marketing, Along with many other activities is one of those aspects that evolves over time in order to achieve its functions and goals within a company while at the same timeprovide and serve the¨ wants¨ that society require and fulfill their ¨needs¨ But in order to understand how this evolution has played out its best to start off by explaining what Marketing does and how it is related with societies daily life’s.
By AMA´s definition Marketing is ¨an organizational function and a set of processes for creating, communicating and delivering value to customers,creating and managing customer relationships in ways that benefits the organization and its stakeholders¨
With this definition in mind, given the fact that it is a process that how to deal with customers and deliver value, create relationships amongs other activities, this too has to be a dynamic process and not a static one. Why? Because customers change not only in terms of age but also inpreferences and therefore the way they interact with products.
2. Brief History
Marketing began in the modern era as a term to describe the series of tools and activities that clerks, sales personnel, and companies as a whole use to analyze how individuals buy the products they produce. However its not crazy to think that this activity began as long as civilization has been around.
Society has aseries of unavoidable needs that require to be dealt with by a certain mean, For example, in the late middle ages communication over long distance was scarce and not very efficient but as time past this began to change until in the late 1870 when Graham Bell invented a device that served the same need but the medium was different and more efficient. This in return fueled the desire for people tobegin to ¨want¨ the product that served that ¨need¨. That’s what marketing does, it researchs the customer, the individual habits and begins to address certain needs that could be dealt with by certain ways and then it looks to develop the strategy to implement with that specific group and thus sales them the medium that serves that need.
3. Customer Experience Management
Now that theconcept of Marketing is explained and described as dynamic, the concept of Customer Experience can be brought forward, although it would take three eras of marketing for it to emarge as the center piece.
Back in the mid 50’s when Henry Ford introduced the assambly line the impact it had on society was noticeable and it change millions of lifestyles. The market revolved around mass consumption andproduct developmenent and the sole objective of the company was the sale of the product.The second era of marketing was extremly different it began to take the customer into consideration and focus on creating ties that linked the customer to the company while at the same time providing satisfaction and not just the one-time sale. However, Marketing has gone further than that and it was in theThird era under which the sole focus of the companies is to: better the experience of customers, give them something that really means something to them and ties them based on feelings and emotions and this is when the term Customer Experience Management comes into play.
Customer Experience Management in terms of author Bernd H Schmitt is¨ The process of stategically managing a customer´s entireexperencie with a product of company¨ With this definition the interpretation that one could take from this is that Marketing takes it a step futher and relates personal experiences and emotions to the company, or products through experiences within the stores, websites, phones etc. Craig Bailey, states ¨CEM is about considering the customers' perspective in everything you do and every decision you...