Customer Experience Management as a New Source of Competitive Advantage for Companies

被引：0
|
作者：
Gubiniova, Katarina [1 ]
Bartakova, Gabriela Pajtinkova [1 ]
机构：
[1] Comenius Univ, Fac Management, Dept Mkt, Odbojarov 10,POB 95, Bratislava 82005 05, Slovakia
来源：
PROCEEDINGS OF THE 5TH INTERNATIONAL SCIENTIFIC CONFERENCE ON TRADE, INTERNATIONAL BUSINESS AND TOURISM: APPLICATION OF KNOWLEDGE IN PROCESS OF BUSINESS DYNAMIZATION IN CENTRAL EUROPE | 2014年
关键词：
customer loyalty; customer experience management; touch points; customer satisfaction;
D O I：
暂无
中图分类号：
F8 [财政、金融];
学科分类号：
0202 ;
摘要：
The paper focuses on Customer experience management (CEM) as a new differentiator aimed at offering customers an outstanding and reliable experience which ties them emotionally and therefore permanently and profitably to a specific company. Organizations have an opportunity to create a competitive advantage by extending their CRM system towards the new hopeful concept called CEM - customer experience management CEM is about the true interest of organizations in feelings that customers get while interacting with it If these feelings are positive, they can highly contribute to long-lasting and quality mutual relationship between organization and its customers. In addition to operational concerns CEM deals also with the emotional aspects and thus tries to utilize the hidden potential of CRM.
引用
收藏
页码：154 / 160
页数：7
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