When analysing customer experience, there is often a disconnect in the kind of customer experience senior leadership believes their organizations deliver and what consumers say they actually receive.Crafting Customer Experience Strategy: Lessons from Asia looks at how Customer Experience Management can be vital in providing a sustained competitive advantage for businesses. In uncovering this essential strategic challenge, this book explores the need to create customer experiences by design utilizing data, as well as the importance of engaging with the voice of the customer, the employee and the process in managing the customer journey. In this book a range of real world insights are scrutinized from a variety of leading organizations; chapters explore a wide range of themes including how organizations create experiences, the customer journey, emotions, technology and the returns in designing improved experiences. This is an essential reading for marketing students, scholars and practitioners looking for understanding and insights in customer experience management.
Format: Hardback
CONTRIBUTORS: Sapna Popli
EAN: 9781839097119
COUNTRY: United Kingdom
PAGES:
WEIGHT: 481 g
HEIGHT: 229 cm
PUBLISHED BY: Emerald Publishing Limited
DATE PUBLISHED: 2021-05-04
CITY:
GENRE: BUSINESS & ECONOMICS / Consumer Behavior, BUSINESS & ECONOMICS / Decision-Making & Problem Solving, BUSINESS & ECONOMICS / E-Commerce / Digital Marketing
WIDTH: 152 cm
SPINE:
Book Themes:
Development economics and emerging economies, Business strategy, Sales and marketing management
Sapna Popli is Professor of Marketing at IMT Ghaziabad, India, specialising in customer experience. Her research interests include customer experience management, service excellence, service orientation and service leadership.Bikramjit Rishi is Associate Professor of Marketing at IMT Ghaziabad, India. He is co-editor of Contemporary Issues in Social Media Marketing (2017) and editor of Islamic Perspectives on Marketing and Consumer Behavior (2015).
