Understanding customer experience has become a popular concept in today’s marketing world. In THINK&SELL, we look at an article published in the Harvard Business Review in February 2007, by Christopher Meyer and Andre Schwager and titled: “Understanding Customer Experience ” .
Christopher Meyer is president of Strategic Alignment Group , a consulting firm.
Andre Schwager is a founder of Satmetrix Systems, a customer experience company based in California. uk whatsapp data
This article is quite old but it is one of those that popularized this notion of customer experience. Indeed, they distinguish it from the notion of customer relationship. It is interesting to read what it delivers on the customer experience before the digital revolution. This revolution that we have experienced in recent years, and which is still ongoing, and therefore to see how it translates today.
In this article, the authors focus on the notion of customer experience, as opposed to that of customer relations. We will therefore talk about:
CEM ( Customer Experience Management )
or GEC (Customer Experience Management)
and CRM ( Customer Relationship Management )
or CRM (Customer Relationship Management).