Customer Experience Management
Autor: Hasini Munasinghe • September 9, 2017 • Essay • 2,693 Words (11 Pages) • 721 Views
• Cost of product- bit more expensive than competitors.
• No direct competition- may work as strength as well where BBW can innovate at their own pace, but also weakness as they might be too late to innovate.
• Short shelf life of toys- fast change in consumer preference.
• Gap in the eight-step process- time consuming and lacks impulse purchase.
Publicity and positioning- still weak and not widely known of the brand.
The key to company growth and profitability depends on achieving sustainable competitve advantage in the eyes of the target market. Bernd Schmitt understood that there was a direct connection for such value creation through excellent customer expereience, hence in 2003, he introduced the framework of Customer Experience Management (CEM). (Schmitt, 2017)
What is CEM? Bernd Schmitt explains it as “the discipline, methodology and/or process used to comprehensively design and manage a customer's cross-channel engagement with a company, product, brand or service – in order to meet or exceed customer expectations, thereby increasing satisfaction, loyalty and advocacy.” (Schmitt, 2013, pg.23) The author believes BBW consciously or unconsciously follows this framework to create value.
Step 1: Analysing the Experiential World of the Customer
Maxine formulated a cub advisory, which is made up entirely of children. She and Dave Finnegon, BBW’s CIO, understood that the current generation is the most digitally led, hence it is the children’s opinions that mattered most to tap into their mindset. (Weinzimer, 2015, pg. 411)
The key to company growth and profitability depends on achieving sustainable competitve advantage in the eyes of the target market. Bernd Schmitt understood that there was a direct connection for such value creation through excellent customer expereience, hence in 2003, he introduced the framework of Customer Experience Management (CEM). (Schmitt, 2017)
What is CEM? Bernd Schmitt explains it as “the discipline, methodology and/or process used to comprehensively design and manage a customer's cross-channel engagement with a company, product, brand or service – in order to meet or exceed customer expectations, thereby increasing satisfaction, loyalty and advocacy.” (Schmitt, 2013, pg.23) The author believes BBW consciously or unconsciously follows this framework to create value.
Step 1: Analysing the Experiential World of the Customer
Maxine formulated a cub advisory, which is made up entirely of children. She and Dave Finnegon, BBW’s CIO, understood that the current generation is the most digitally led, hence it is the children’s opinions that mattered most to tap into their mindset. (Weinzimer, 2015,
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