Marketing Experience Management: The theory and practice of the Customer Experience

By JAMES SELIGMAN

In today's modern marketing world, online or in a shop, marketing communications need to be targeted towards every customer and every single touchpoint in the organization and trade opportunities to maximise revenues. Researchers have identified that establishing a relationship with the customer through customer experience management drives revenue growth and increased profits.
This book's outline provides guidance and direction for looking after customers and treating each contact successfully through customer experience management execution in all industries. Customer experience management has many dynamic outcomes. Through this book, working marketing teams can obtain insight, objectives and strategies, build a positive brand experience, gain interchange between the customer and the organisation, drive growth through innovation, and upgrade and value.
Keywords: Experience, psychology, consumers, value, worth, insight, co-creation.

• Language: English
• Publisher: Lulu.com
• Release date: Aug 31, 2021
• ISBN: 9781312534902

Book preview

Marketing

Experience Management

‘Value Co-creation through Exchange’

By

James Seligman

Connecting EXPERIENCE with customers to improve customer lifetime value and the bottom line

Authors Bio

James Seligman is a retired Principal Fellow of the Marketing Subject Group at the Business School at Southampton University, Highfield Campus. He is a recognized teacher and researcher of Marketing in Higher Education over the last 13 years. With 30+ years of blue chip multinational brand experience his insight and passion for marketing is clear. A fellow of the Chartered Institute Marketing he has a Ph.D. in ‘ The Online Experience in Online Communities’ after completing a master’s and two undergraduate degrees, he also is a Neuro Linguistics Practitioner.

The author of books and journal articles, his research interests lie in management and marketing with a focus on insight, analytics, communications, brand and behaviour.

His books include ‘ How to construct a Business Plan’; ‘Smart Thinking, The Essence of Strategy in the New Millennium’; ‘Customer Experience Management.'

His papers include ‘ The DNA of Marketing’; ‘Service Experience Phenomena’; ‘ Dialectic Inquiry Does it Deliver?’ ‘Creating Value in Education Marketing’; ‘Loyalty influencing Factors of Business e-commerce on students’; ‘How can Marketing Academics serve Marketing Practice.' (See works. bepress.com, selected works by Dr. James Seligman).

His career started in Australia working as a Group Brand Manager for AMATIL the Coca-Cola Bottlers; he then moved to the parent The Coca-Cola Export Corporation. During this period, he was asked to become the Operations Manager and then Director for Pepsi Co in the Asia Pacific Region.

Having done this task for years, he was invited to join Smith Kline Beecham as the Marketing Director where he stayed for some five years, being asked to join Speedo as the Worldwide President and to turn the fortunes of the company around which he completed over an eight-year period. Moving revenues from $80m to over $400m with consummate profit growth. He then was asked to become the CEO of the Commonwealth Games the second largest sporting event in the world working alongside politicians and royalty. On completion of this task, he then joined The Timberland Company as VP for all markets outside the domestic USA market with a focus on reconstructing the European business.

Experiencing work in the commercial world, he decided to change course and became an academic working for the University of Derby; Combined Universities of Cornwall and for the last eight years at the University of Southampton. While not on duty at the university he spreads his time working with industry support groups, charities and supporting start-ups, MBO’s be successful.

James Seligman was born in Europe, the son of an entrepreneur and Naval officer; he was brought up and educated in Australia. His career has taken him to work in numerous international markets to take on many challenges where his knowledge and spirit for marketing and management has proven successful many times. On retirement, he will focus on writing, consultancy and being a visiting educator in marketing.

In today's world of modern marketing either be online or in a router shop marketing communications need to be targeted towards every customer and every single touchpoint in the organisation trade opportunities to maximise revenues. Researchers identified that establishing a relationship with the customer through these custom experience management drives growth end increase profits .

The outline of this book provides guidance and direction in the case steps of looking after customers in treating each case successfully through customer experience management execution in all forms of industry. Customer experience management has dynamic outcomes and through this book working teams can obtain insight, objectives and strategies, build a positive brand experience, gain interchange between the customer and the organisation, and drive growth through innovation an upgrade AND VALUE .

Key words: Experience, psychology, consumers, value, worth, insight, co-creation.

Marketing

Experience Management

Value - Co creation- Exchange

How can I be of service?

Building the experiential journey

James Seligman

Copyright

Without customers we will not have a business !

Preface

There is no question in recent times the world has been turned upside down and the customer who used to go to a bricks and mortar outlet has moved towards online shopping. Marketing teams no longer have the benefit of face to face interaction with customers and therefore there is a need to create a variety of experiences that engage the customer in a positive manner.  to do this the organisation needs to be committed in the structuring of customer experience in all parts of the organisation through a process that leads to customer in a strategic direction.

Organisations they have used marketing experience have found their business has increased in the customer lifetime value has improved the question that most people ask is what did they do differently? This book tries to expose to the reader the process of positive and effective customer experience management.

There are many books on customer experience however an independent review so identified that the content over most of the books is limited and does not explain the whole storey. Experience journeys consist of a range of subtopics that need to be explained and understood by marketers to ensure the operation of customer experience is seamless within the organisation and also to the customer. The author of this book has endeavoured to ensure all the pieces of experience are reviewed.

Table of Contents

Authors Bio

Copyright

Preface

Chapter One

The lifetime customer

Foundation

Chapter Two

The experimental market

The significance of contentment

Service quality spaces

Administration experience group

Formation of unwaveringness

Chapter three

Building the incident venture

Advanced Customer Value

Supplying Team Values

Delivering business esteem

Eliminating supply of exertion

Experience KPI estimation

What to Measure

Instructions to gauge it

Outline

Chapter four

Customer value

Administration and the experience as promoting drivers

Administration and experience achievement

Managing Customer Experience is vital?

How Quality Customer Service supports the Organization?

Interior Organizational Challenges

Representative Job Pride

Expanding Sales Volume

Expense of Customer Experience Management

Key help experience highlights

Development of involvement esteems

Co-making an incentive with clients: the 'value in ' point of view.

Synopsis

Chapter five

Service in not for profit organisations

Fundamental help and backing service in a digital time

A job at innovation in assistance capability

Innovation for customers

Outline

Chapter six

CEM and its job

Value in the assistance

Chapter seven

Inside the mind of the client

CEM the heads and control

For what reason doesn't everybody assemble CEM feedback?

Review

Chapter eight

The brand insight and notoriety standing in CEM

Incentives that drive quality experience

Brand value in CEM

Client improvement of inclusion

The occurrence co-creation

Review

Chapter nine

Interpersonal organizations and experience building

The cognizant, oblivious brain involvement

Joys of the Mind

Interest

Virtuosity

Model structure

Summary

Chapter ten

CEM and bottom line effect

Investor Value (IV) needs Marketing

Marketing needs Shareholder Value (SV)

ROMI

Monetary Value Drivers

Chapter Eleven

Conclusion

Chapter One

The lifetime customer

In the business world of today there are only two things that are needed to be successful customer growth and EBITDA. Most enlightened marketers understand that the customer should be there at the centre of the organisation and considered the principal as head of any business as without customers I always say ‘ we do not have a business ‘ , logic would dictate that actually structuring the organisation and its management process around the customer is a positive and intelligent approached markets.

in once lifetime how many times have you come across poor customer service where you sit on the phone for hours waiting to be served and when you do finally make connexion you are passed on around the organisation for an answer to your inquiry. Human beings are sensitive creatures and have feelings however they seem to get lost in a complex system with many touchpoints. It is this complexity and growth of new technology that has encouraged customers to use smart devices.

There are naturally no hundreds of ways for a customer to contact an organisation the differentiator between a bad experience and good experience boils down to or just called customer focus.

Today there are many forms of organisations and each one is unique making the customer experience different not only in style and presentation but also the actual experience itself as customers are treated differently. in a recent survey conducted by a well-known global research group identified that most customers found their customer experience very negative despite all the efforts to the contrary. in many organisations the customers at the bottom of the list or priorities this should be a concern to any business owner, board or shareholder let us start to consider a couple of classic experiences.

The restaurant - Jack is the waiter at the local Asian cuisine restaurant he has just broken up with his girlfriend and is in a bad mood his concentration is not on his job which is serving the customer. He forgets to put on the list or instructions to the chef not to use spices on the food, half an hour later it arrives at the table and the customers start to dig in. suddenly one of the clients starts to choke the spices have gone straight to him the client is furious at the waiter however the waiter claimed he was never given an order not to place spices only food. The client was so traumatised he decided never to return.

The airline debacle - The couple were getting married and booked a honeymoon holiday. When they got to the airport after four hours of travel in the morning they found the flight had been cancelled it was not rescheduled.

The money they paid was held by the airline and never returned. The couple had paid out a considerable amount and were told after some 8 weeks that the money would be held by the airline for credit against future travel .

The shopping experience - Maureen had been shopping at the same supermarket for years she was a dedicated and loyal customer. She went to the grocery store to buy some provisions only to find no good parking spot and also no trolleys to use when she asked for a trolley she was told to go and find one in the parking lot. Maureen was 87 and disabled, she has never been back to the store.

Buying online - you decided to buy something online and went through the checkout process  of name and address and credit card details your computer states the order has been received and the card has been approved .

The next day you stay at home to receive the item you sit       there and wait and decide at midday check for messages       on your device. The message read card declined it took 8       hours for the message to arrive.

The fridge - Paul and Maggie purchased a new fridge from a local store only to find on delivery that it was too big to get up the stairs, no one at  the shop asked about access.

However, not everyone is getting CEM wrong those that are good at it succeed and others could also. So the question posed is why are so many organisations getting it wrong?

Foundation

Associations that need to convey required results can do as such by changing gears from customary 'order and control strategies', to a more shared method of working with client communications, guaranteeing significant abilities and capacities are made accessible.

By putting resources into innovation, associations that help the client experience can give precise determining, client in sight, and the abilities and capacities paying little heed to their area and time region. Cycles that range the back office to the front office ought to give constant understanding into the relational experience travels and empower co-formation of merchandise and ventures.

The authors audit's principle design is to exhibit to the reader how this book bolsters the exploration that has been finished on Service, CRM and CEM. The writing audit can advise in explicit theories or, working inductively as for this situation, it can fill the need of featuring and increase knowledge.

Administration CEM is 'topical' for the business sector and in inquiry, as Gross Domestic Product in numerous business sectors is 70%; in this manner, administration is the 'predominant portion' of worldwide financial yield. The book gives knowledge into writing and appreciates the significance of administration in todays for benefit and not revenue driven business sectors.

In the UK, numerous associations have joined help into their contributions. Associations have re - situated as administration associations to consider the move into foundation of administration.

As a showcasing build, administration has a profound past and, despite the fact that there is acknowledgment of administration in promoting, there are various sentiments on its importance and application that require examination.

CEM has along these lines developed and doesn't have one single definition. The qualities of administration—connection, heterogeneity, elusiveness and perishability were communicated in writing on CEM 32 years. The 'attributes' have since been the discussion of discussion, with borders changing as a result of the appearance of the Internet age and new innovation. CEM is currently up close and personal, on the web and portables; accordingly, the ideas of CEM have been re-evaluated, and depicted in the substance of marketing conveyance.

CEM along these lines has numerous features and uses a reach on innovations in conveyance to clients. Subsequently, the writing on CEM is moving and moving as 'innovation' makes new specialized devices, new information understanding instruments,