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Customer experience management

From Customer Experience Design (CXD) to Customer Experience Management (CXM): elevate customer experience from a marketing-team-only thing to a firm-wide strategic management exercise. But how do we even start to implement CXM? Well, reading this paper is the first step towards answering that question.

  • EditeurEmakina
  • Version PDF - 29 pages - Anglais
Customer experience management

Introduction ou extrait du livre blanc

"Alfred Hitchcock’s two scripts

Alfred Hitchcock, master of suspense, one of history’s giant storytellers, and control-freak, used not one but two scripts when filming. The so-called Blue script was the traditional one, with the actions, the lines for the actors and directions for things such as lighting, props and camera viewpoints. In a second script, the Green script, Hitchcock meticulously described the emotional outcome of each scene, how he wanted the audience to feel when watching a particular scene.

Martin Lindstrom uses the anecdote in his book ‘Small Data: The Tiny Clues That Uncover Huge Trends‘.
We believe, though, that Lindstrom only captures half of the story when he pushes us to ‘go from a Blue script to a Green script mindset’. The more interesting challenge (and one that Lindstrom is of course aware of) is: How do we combine the two mindsets?"

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