Authors : B. Sumathisri, K. Veerakumar and G. Prabhakaran
Abstract: The business environment in the world is turbulent, dynamic and fast changing. The corporate are facing keen competition and ever-increasing expectations of customer particularly in quality and delivery products. Advertisement only promotes consumer welfare by encouraging competition and leading to improvements in product quality and reduction in price for him. But, it is less flexible than personal communication and cannot answer objections raised by prospects. Target audiences are much more tightly targeted with direct marketing also. The concept of Customer Experience Management is that the process of strategically managing a customer’s entire experience with a product or company. In the early years of the new millennium, Customer Experience Management (CEM) was a popular buzzword that really set the stage for experiential marketing. One of the key principles of CEM is the shift in responsibility from the headquarters to the branches and agents. Product placements have become part of the landscape, part of the real world where consumers hang out and certainly do not mind trying something as long as it makes sense to them. Thus, the phenomenon of companies have changed to create goods, service and experiences in close cooperation with consumers, tapping into their intellectual capital and in exchange giving them a direct say what actually gets produced, manufactured, developed, designed, serviced or processed.
B. Sumathisri, K. Veerakumar and G. Prabhakaran, 2012. Customer Experience Management: An Absolute Way to Delight the Customers. International Business Management, 6: 502-506.