Crosby, Lawrence A.; Johnson, Sheree L.
January 2005
Marketing Management;Jan/Feb2005, Vol. 14 Issue 1, p11
This article focuses on the emergence of customer experience management (CEM), the merger between customer loyalty management and brand management. These two fields have different origins: customer loyalty measurement and management's history traces primarily through product quality, process improvement, customer satisfaction, and brand management comes from the marketing and advertising creatives. Many CEM initiatives have focused on traditional marketing communications with the objective of motivating a customer to buy a product or service. These applications have moved away from features and benefits. They now are focused on messages that tap into customer life experiences that they can identify with and that trigger emotions--whether from a personal setting or business setting. Many organizations conduct extensive research to define the brand essence that will connect with and motivate customer behavior. Brands with strong brand essences tend to have sought the most fundamental consumer needs and made efforts to own them. CEM requires the merging of the right-brain and left-brain talents in an organization. Left brainers focus on logical thinking, analysis, and accuracy. Right brainers focus on aesthetics, feeling, and creativity. Both are critical for true CEM.


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