In a world packed with competing demands on a consumer's attention, it is more important than ever for businesses to deliver the best possible customer experience. A customer with a wealth of communication channels at their fingertips is less forgiving and more demanding, and any organisation that wants to succeed needs to learn to successfully meet the desires of this customer base.


This unique marketing guidebook introduces the research, theory and practice of Customer Experience Management (CEM), and explains why organizations that use CEM can become more successful and profitable. It demonstrates how CEM provides a dynamic solution to managing the customer experience, whether to drive profits, or ensure better service experiences.


Containing new thinking in the design and development models of customer experience management based on primary research, and covering a wide range of customer experience areas in both the private and not for profit sectors, this dynamic text will be of great interest to advanced students and professionals in the fields of marketing, branding and customer service.