Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Discuss the concept of Customer Experience Management (CXM) and its relationship with CRM for delivering exceptional customer experiences.
Expert Solution
Step 1: Understanding the concept of customer experience management
Customer experience management is a strategic concept that emphasizes creating and managing positive interactions between customers and businesses throughout their relationship. Customer experience management comprises every touchpoint a customer has with the company and this is done to enhance customer satisfaction loyalty and advocacy. CXM goes beyond individual transactions to create memorable, consistent, and personalized experiences across different channel types like websites, mobile applications, social media, and personal transactions.
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