Muchas veces nos hemos preguntado cuál es el secreto del éxito de algunas compañías que conocemos. ¿Qué vende Ritz-Carlton o Four Seasons para diferenciarse tanto de otras cadenas hoteleras? ¿Cómo consigue Disneyland ser uno de los destinos con uno de los mayores índices de fidelidad del mundo? ¿Zara? ¿Apple? ¿Coca-Cola? La esencia del éxito en todas ellas ha sido la capacidad de crear una experiencia en torno a su producto o servicio. Estamos inmersos en una “mercado de expectativas” formado por consumidores experimentados, bien informados. Los nuevos consumidores no sólo esperan cubrir sus necesidades, buscan superar sus expectativas con cada experiencia de compra. Nunca antes los consumidores habían tenido tanto poder de elección y de análisis del mercado. Elena Alfaro explica muy bien en este libro cómo al trabajar sobre el plano emocional y los sentidos, la forma de diferenciarse pasa por ofrecer “una experiencia”. El cliente ya no elige un producto o servicio sólo por la ecuación coste/beneficio, sino por la vivencia que ofrece antes de la compra y durante su consumo. Si la comercialización y el producto o servicio brindan una experiencia agradable y que satisface sus necesidades, el éxito está asegurado. Para competir hoy en día y en los tiempos que corren, se necesita algo más que la satisfacción del cliente. Es necesario vincular a los clientes de forma emocional, para que el precio no sea lo más relevante, para que recomienden la marca o el producto y sobre todo para conseguir su compromiso. En este libro se proporciona una visión global de este innovador concepto de “management”, así como una guía simple de acciones para ponerla en marcha.

Enfocado a la detección y gestióó de experiencias en todos los puntos de contacto con el consumidor y a la forma de entender la venta en términos de ayuda al cliente, el Customer Experience Management es una propuesta estrat́gica para superar situaciones donde los productos o servicios ofrecidos se han convertido en "commodities".

Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others).

Often described as the "hottest" retail phenomenon, ephemeral retail concerns the growth of pop-up stores as a new mode of retailing. These temporary stores "pop-up" without notice, quickly attract crowds, then disappear or morph into something else. Although they share similarities with traditional physical stores and online stores, ephemeral stores outshine existing retail formats as they have many unique and differentiating characteristics. These stores are becoming more popular among distribution channels as they offer exclusive and surprising retail experiences. Many established brands have already integrated these new points of sale into their distribution channels, while other brands are adopting them to raise communication, awareness, sales or just for experimentation. This phenomenon is finding its place amongst retailers not only for its efficiency and effectiveness but also for its unique impact, providing a sense of novelty that makes it particularly attractive to postmodern consumers seeking hedonic experiences. This concise text introduces all aspects of this growing phenomenon and contextualises it within existing channels of distribution. It explores brand atmospheric interventions that are designed to affect customer emotions, behaviours or experiences, as well as practices retailers adopt to build relationships with their customers. It will be of interest to scholars and advanced students in retail marketing and branding.

The ABC's of a Fantastic Customer Experience provides 26 easy to follow tips and techniques that will help your business achieve success and build brand loyalty. This guide to limitless happy and loyal customers will help you strengthen your service delivery, enhance your knowledge and improve your communication skills when handling different situations. This guide will magnify your appreciation of the customer experience and provide tips and practical strategies that you can start implementing immediately! This book will develop your customer service skills and sharpen your attention to detail when serving others. We have been intentional in the design and included some introspection questions for you to answer in each chapter. Your customers will only want to work with your business and it will be your brand differentiator. It will lead to recruiters seeking you out by providing practical examples on how to deliver a winning customer service experience built on real human connection!

In writing Customer Experience Strategy, I worked to combine a complete strategic and executional blueprint with an easily accessed reference book. My goal is to allow you to find practical guidance and new ideas to enhance your customer experience journey, no matter your entry point into the strategy. Are you struggling with leadership?s sponsorship? There?s is a chapter for that. Missing the business case? There?s a chapter for that. Looking for guidance how to innovate? There?s a chapter for that. Just getting started in exploring this customer-centric endeavor? There?s an entire blueprint, from start to launch and beyond, for that very purpose. No matter your current stage in the customer experience journey, this book is designed to help you achieve the next level. It?s time to stop focusing on others? customer experience stories and create your own success story. It?s time to stop staring at such legends as Starbucks, Nordstrom, Virgin, Southwest Airlines, Whole Foods and Four Seasons and start creating your own legendary customer experience. It?s time to execute. It will be my privilege, through the journey that is this book, to be part of your travels, and watch you create your own legend. ?Lior Arussy