Cem Framework

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September 27, 2006 10:12 am

Part 3 further reading: An overview of the framework

Prof Bernd Schmitt

An overview of the framework

My extensive work with companies has shown me the widespread, urgent need for a framework that focuses on the customer experience.

The key to company growth and profitability can be summarised in a simple formula: analyse the customer experience, then develop an

experience focused strategy, and add value through integrated implementations that focus on the customer experience. The five step

customer experience management (CEM) framework delivers growth and profitability.

CEM solves a variety of business problems

The CEM framework solves a wide range of business problems. The following projects are just a few of the CEM projects I have

participated in over the past few years:

• A cosmetics company redesigning the customer experience for a leading brand whose sales had become stagnant.

• A pharmaceutical company adding interactivity with customers to its traditional R&D focus and making the experience (of both

customers and employees) a key leadership initiative.

• A company in the information business reorganising entirely around the customer experience.

• A non-profit organisation in the music business repositioning its brand and expanding the customer experience.

• A company in the beauty business launching a new brand with contemporary experiential appeal.

• An advertising agency developing planning tools and metrics to provide experiential communications for their customers.

• A company in the electronics business launching an experiential product.

Other businesses also have used the concepts and methodologies in this book to design experiential solutions for all...