Tuesday, May 03, 2011

Duane's World #33 - Ben Watson on CEM/CX

This episode of Duane's World was filmed in Barcelona, Spain with Ben Watson.  The talk focuses on Customer Experience Management (aka CEM) which is an emerging architectural discipline focusing on a customer experience view.  While previous user experience (UX) work has been done by architects in the context of a single application, Customer Experience Management spans the experience over the complete lifetime of a relationship and over multiple channels of interaction (examples: telephone, email, web, in person etc).

If you are not yet convinced that CEM matters, here is some great additional reading on the topic:

"How to Approach Customer Experience Management". Gartner.com. 2004-12-27.

Debor, Jessica (2008-02-20). "CRM Gets Serious". CRM Magazine.

Peppers, Don and Martha Rogers, Ph.D. (2008), Rules to Break and Laws to Follow, Wiley, pp. 24, 164, ISBN 978-0470227541

Strativity Group (2009), 2009 Global Customer Experience Management Benchmark Study, Strativity Group, Inc.

Peppers, Don and Rogers, Martha; Don Peppers, Martha Rogers (2005), Return on Customer, Doubleday, division of random House, Inc., ISBN 0-385-51030-6

Shaun Smith and Joe Wheeler.; Shaun Smith, Joe Wheeler (2002), Managing the Customer Experience: Turning customers into advocates, Financial Times Press, ISBN 978-0273661955

Rae, Jeananne (2006-11-27). "The Importance of Great Customer Experiences". Business Week.

Bernd H. Schmitt.; Bernd H. Schmitt (2003), Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers, Wiley; 1 edition, ISBN 0-4712-3774-4

Lopez, Maribel D. (2007-11-12). "Operators Thrive by Building and Enabling Experiences". Forrester.

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