"You need to pay attention to all the little details."
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A brand is just an empty promise without a customer experience.  Bernd Schmitt introduces the five-step Customer Experience Management (CEM) framework, a comprehensive tool for managing the customer experience and connecting customers to a brand at every touch-point.  He presents cases of successful CEM in a wide variety of consumer products, services and B2B industries.  Most important, he examines organizational resources needed for managing customer experiences.
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