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Peter S. Whalen and Charles Patti, (2012).  Singapore Management Review, 34(1), 12-16.  


Delivering quality experiences to consumers has never been more important. Customer experience management (CEM) is a critical source of competitive advantage and introduces three keys to successfully turning an organization into an experience-focused company.  In order to successfully implement a CEM strategy, managers must not only understand the concept, they must understand the right balance of CEM’s four dimensions.  This requires a deeper understanding of customer needs based on emotional connection.  It also requires a bottom line approach.  Customer experience (CE) is an investment and metrics should be put in place to deliver a measure of return on marketing investment (ROMI).  And finally, managers need to act like entrepreneurs in order to successful implement a CE strategy.   By using a means-driven approach, consistent with expert entrepreneurs, marketing managers can use experiential learning and affordable loss strategies to better manipulate their marketing mix and eventually become leaders of customer experience management.