CEM: Increasing productivity through the management and monitoring of experiences provided to customers

Dealing with intangible and so subtle experience is unusual and a huge challenge for management that is not used to measure what has no numbers, but maybe they need to see beyond the obvious and accessible statistics. Recently, several studies point to the importance of customer experience managemen...

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Autores principales:	Adriana Arineli, Heitor Luiz Murat de Meirelles Quintella
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2015
Materias:	customer experience management productivity retail management critical success factors, Brazilian fashion retail Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/45d9913f41ed4c0bbeece287b025a933
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id	oai:doaj.org-article:45d9913f41ed4c0bbeece287b025a933
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spelling	oai:doaj.org-article:45d9913f41ed4c0bbeece287b025a9332021-12-02T11:12:43ZCEM: Increasing productivity through the management and monitoring of experiences provided to customers2331-197510.1080/23311975.2015.1023015https://doaj.org/article/45d9913f41ed4c0bbeece287b025a9332015-12-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2015.1023015https://doaj.org/toc/2331-1975Dealing with intangible and so subtle experience is unusual and a huge challenge for management that is not used to measure what has no numbers, but maybe they need to see beyond the obvious and accessible statistics. Recently, several studies point to the importance of customer experience management (CEM). However, if the CEM is a strategy to focus on operations and processes of a business around the customers’ experiences with the company, it is essential to seek grants to structure it and find out its effectiveness. This study examines the issues involved in offering superior customer experiences on fashion retail stores in Brazil, identifying the relation between productivity and CEM. Through a research with managers of three important Brazilian clothing retail chains, it was possible to analyze the aspects that impact on the customer experience and their relevance. A questionnaire was applied to evaluate 23 variables that make up the experience of the customer and their impact on increasing productivity. Some statistical techniques were used for data processing and it was possible to realize that only 4 of the 23 items were not relevant for customer experience. It can be concluded that CEM is effective in increasing productivity and can be used as a guideline matrix management in decision-making to promote superior customer experiences. Specific characteristics of each segment suggest different impacts in every aspect. Therefore, it is crucial that each segment review its own variables that will structure the CEM. Even assuming that it is defiant see beyond the obvious, maybe this is the necessary opportunity to create real competitive advantage and longevity for companies that want to stand out and be successful over time.Adriana ArineliHeitor Luiz Murat de Meirelles QuintellaTaylor & Francis Grouparticlecustomer experience managementproductivityretail managementcritical success factors, Brazilian fashion retailBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 2, Iss 1 (2015)
institution	DOAJ
collection	DOAJ
language	EN
topic	customer experience management productivity retail management critical success factors, Brazilian fashion retail Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	customer experience management productivity retail management critical success factors, Brazilian fashion retail Business HF5001-6182 Management. Industrial management HD28-70 Adriana Arineli Heitor Luiz Murat de Meirelles Quintella CEM: Increasing productivity through the management and monitoring of experiences provided to customers
description	Dealing with intangible and so subtle experience is unusual and a huge challenge for management that is not used to measure what has no numbers, but maybe they need to see beyond the obvious and accessible statistics. Recently, several studies point to the importance of customer experience management (CEM). However, if the CEM is a strategy to focus on operations and processes of a business around the customers’ experiences with the company, it is essential to seek grants to structure it and find out its effectiveness. This study examines the issues involved in offering superior customer experiences on fashion retail stores in Brazil, identifying the relation between productivity and CEM. Through a research with managers of three important Brazilian clothing retail chains, it was possible to analyze the aspects that impact on the customer experience and their relevance. A questionnaire was applied to evaluate 23 variables that make up the experience of the customer and their impact on increasing productivity. Some statistical techniques were used for data processing and it was possible to realize that only 4 of the 23 items were not relevant for customer experience. It can be concluded that CEM is effective in increasing productivity and can be used as a guideline matrix management in decision-making to promote superior customer experiences. Specific characteristics of each segment suggest different impacts in every aspect. Therefore, it is crucial that each segment review its own variables that will structure the CEM. Even assuming that it is defiant see beyond the obvious, maybe this is the necessary opportunity to create real competitive advantage and longevity for companies that want to stand out and be successful over time.
format	article
author	Adriana Arineli Heitor Luiz Murat de Meirelles Quintella
author_facet	Adriana Arineli Heitor Luiz Murat de Meirelles Quintella
author_sort	Adriana Arineli
title	CEM: Increasing productivity through the management and monitoring of experiences provided to customers
title_short	CEM: Increasing productivity through the management and monitoring of experiences provided to customers
title_full	CEM: Increasing productivity through the management and monitoring of experiences provided to customers
title_fullStr	CEM: Increasing productivity through the management and monitoring of experiences provided to customers
title_full_unstemmed	CEM: Increasing productivity through the management and monitoring of experiences provided to customers
title_sort	cem: increasing productivity through the management and monitoring of experiences provided to customers
publisher	Taylor & Francis Group
publishDate	2015
url	https://doaj.org/article/45d9913f41ed4c0bbeece287b025a933
work_keys_str_mv	AT adrianaarineli cemincreasingproductivitythroughthemanagementandmonitoringofexperiencesprovidedtocustomers AT heitorluizmuratdemeirellesquintella cemincreasingproductivitythroughthemanagementandmonitoringofexperiencesprovidedtocustomers
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CEM: Increasing productivity through the management and monitoring of experiences provided to customers

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