EVALUATION OF CUSTOMER EXPERIENCE MANAGEMENT MATURITY OF MANUFACTURING COMPANIES

A-DEWS 2016 - Innovation of Life in Asia - Asian Design Engineering Workshop

Year: 2016
Editor: Umeda, Y.; Nomaguchi, Y.; Koga, T.; Kishita, Y.
Author: Kim, Sohui; Lee, Seulyi; Kim, Yong Se
Institution: Sungkyunkwan University, Korea
Section: Business and Policy Design
Page(s): 060-064

Abstract

This paper aims to introduce customer experience management (CEM) maturity model and provide a survey for the evaluation. The maturity model is published by Arthur D. Little, one of the global business consulting groups. The researchers employ the model to evaluate companies’ customer experience management competency, especially in the manufacturing industry. The maturity model has seven areas and each area has five levels. For this research, four areas are chosen; Branded customer strategy, Personalization, e2e Experience, and Governance. Before develop the survey, researchers rephrase to organize the statement in the model. The survey is designed as workbook. Everyone who work for customer experience management can answer the questions even though they do not have background knowledge on CEM. Through this workbook, it is expected that spread of recognition of CEM and guide to mature CEM of manufacturing companies.

Keywords: Customer Experience, Customer Experience Management(CEM), Maturity Evaluation Model, Manufacturing Company