Enhancing the Customer Experience in Local ...

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Enhancing the Customer Experience in Local Bookstores through Customer Experience Management Techniques

Name:Personal
Jennifer Syvertson
Role :Text(marcrelator)
creator

Name:Personal
Dr. Stacey Baker
Role :Text(marcrelator)
creator

typeOfResource
text
genre
Powerpoint/PDF
Origin Information Place
Laramie, Wyoming

University of Wyoming
(keyDate="yes")
4/24/2010

Physical Description
born digital

abstract
In today's market, we are moving away from just products and services to an experience economy. For businesses to survive, the focus needs to move to the consumer. This is becoming increasingly important in the bookstore industry. One technique businesses use is customer experience management (CEM). The purpose and philosophy behind customer experience management is to strategically manage the consumer's entire experience with a product or company from beginning to end. This is different from traditional forms of management and marketing because with CEM you always put the customer first, allowing businesses to build relationships and engage consumers with a product or company. | My research investigates how consumers interact with books through various touch points that a bookstore provides. I interviewed individuals who consumed and valued books in their life; then observed consumers within bookstores and online. The purpose of this research is to explain how looking at the experiential world of the consumer, local bookstores can develop a strategic plan for achieving a customer focus for the benefit of its consumers. Based on the research and observations, I constructed a customer experience management plan local bookstores can use to enhance its consumer's experiences.
note
From - Undergraduate Research Day 2010 - Celebration of Research - Abstracts
Subject
Undergraduate Research Day

Related Item:Host Title Information
Undergraduate Research Day 2010

accessCondition:useAndReproduction
http://digital.uwyo.edu/copyright.htm
Location (usage="primary display")
http://hdl.handle.net/10176/wyu:640