NOTE: Meyer Schwager 2007

A companys first concern should be the quality of customers

experiences
Why? Because these days there are a lot of competitors, and
if its not taken into consideration, your customer would
compare their experience with different companies and you
are at risk of loosing a customer if they find others are better
Customer satisfaction and customer experience are two
different things
net result of the good ones minus the bad ones
internal and subjective responses customers have to any
direct or indirect contact with a company
It is important to make sure that while you are trying to gather
information, the method you use or the information you ask is
trouble free.
How to successfully shape customers experiences? By
embedding the fundamental value proposition in offerings
every feature. Ex: tracking and shipping supports Fedex---
Fundamental value proposition; on-time delivery
Customer corridor: portraying the series of touch points that a
customer experiences
Peoples expectations are set in part by their previous
experiences with a companys offerings.(also by market
conditions, competition and customers personal situation)
CEM : captures what a customer thinks about a company
CRM: captures what a company knows about a customer
Why the Neglect? Superfluity of customer information, dont
pay attention to their needs, fear of what the data may reveal
(will they be able to do something about it?)
Should gather information periodically and telling the
customer the reason for the inquiry may help them prepare
To obtain the right information the right questions must be
asked and have to allow customer to express themselves
Email based surveys is preferred- easily shared, rapid
distribution
Model customers: good summary scores, good revenue
Growth Customers: good summary scores, higher potential
revenue
At-risk customers: low scores, good revenue
Dangling customers: low scored, low revenues
Service Operations: ensure that processes, skills and practices
are attuned to every touch point
Product Development: specify needed features, design
experiences after observing how customers use products
Information technology: can collect data and distribute CEM
data, integrate the information generated by CRM and monitor
progress

Human Resources: communication and training strategy that

will alter work and decision-making processes.