Experience Economy

1. EXPERIENCE ECONOMY

2. What is Customer Experience?
Customer Experience is the internal and
subjective response customers have to any direct
or indirect contact with a company.

3. Customer Satisfaction
•Customer Satisfaction is essentially the
culmination of a series of customer Experience.
•It occurs only when the gap between customer
expectation and their subsequent experiences has
been closed.

4. Patterns to collect Customer Experience
Information
• Persistent
Example: Rent-A-car
• Periodic
Example: Hewlett-Packard
• Pulsed
Example: Super Market

5. What is CEM?
Gartner defines customer experience
management (CEM) as “the practice of designing and
reacting to customer interactions to meet or exceed customer
expectations and, thus, increase customer satisfaction, loyalty
and advocacy.”
Customer experience management (CEM) is the collection of
processes a company uses to track, oversee and organize every
interaction between a customer and the organization
throughout the customer lifecycle.(searchcrm.techtarget.com)

6. CEM Versus CRM
Customer Experience
Management
• It captures and distributes what a
customer thinks about the
company.
• It takes place at the point of
customer interaction: ”touch
point”.
• Monitored using surveys,
targeted studies, observational
studies etc.
Customer Relationship
Management
• It captures and distributes what a
company knows about a
customer.
• It takes place after there is a
record of a customer interaction.
• Monitored using Market
Research, point of sales data etc.

7. THANK YOU