MARKETING IMPLICATIONS OF CUSTOMER EXPERIENCE MANAGEMENT SYSTEM (Marketingowe implikacje wdrozenia systemu zarzadzania doswiadczeniem klienta)
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Market entities which canvass for loyal customers in the more and more competitive market environment are compelled to look for the already checked and efficient ways of management. One of the approaches which can bring the expected results is the integrated focusing on the experiences which are created in customers at each of the 'stages' when there is a contact with enterprise or its products. This focusing on the experiences takes place within the realization of the Customer Experience Management (CEM). This concept is not yet enough recognized in the Polish literature of the subject. The concept which consists of the planned research and conscious customers' experience shaping can, in a significant way, influence the building of long-term relations with partners on various markets. The aim of the article is to present the essence of customer experience management and its advantages for Polish enterprises which decide to launch this concept within the area of marketing. The article refers to the foreign market entities whose marketing activity sets a positive example of introduction of concept described above. Within the article there were pointed out forms of promotion which enable, in a holistic way, to influence on the senses of marketing activities' recipients, at the same time arising in them strong positive feelings.
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