The revolutionary approach that Bernd H. Schmitt is advocating here wouldn’t sound so radical to anyone who has ever been in therapy: be aware, see things from other people’s point of view, address their concerns. If you’ve been in $150 an hour territory, this isn’t radical, but in the suites of marketing, the author contends, it is brand new. The book is an interesting follow up to the author’s earlier seminal work on the broader theory of customer experience. Entitled Experiential Marketing, that work made the case for a customer-experience focus. This book is more of a practical how-to, professorially organized into a neat near-outline format. Here, Schmitt makes the case for dissecting, designing and then improving, the customer’s experience with your product. getAbstract recommends this book of marketing therapy to anyone selling a product or service - and it is lots less expensive than putting your consumers on the couch.
In this summary, you will learn
- Why companies that focus on the Customer Experience are successful; and
- Five steps you can take to join them.
About the Author
Bernd H. Schmitt is a professor of marketing at Columbia University’s Business School and the Executive Director of the Center on Global Brand Leadership. He has consulted with Sony, Ford, Procter & Gamble, Estee Lauder, DuPont and IBM. His previous books include Experiential Marketing: How to Get Customers to Sense, Feel, Act and Relate to Your Company and Brands.