What's the Difference Between Customer Experience Management and Experiential Marketing?Many people equate Customer Experience Management with Experiential Marketing.
However, in recent years, "experiential marketing" has become perceptually aligned with "marketing execution." This is because it largely focuses on developing highly visible, stimulating, interactive, and sensory-engaging environments in which products and services are showcased.
Accordingly, experiential marketing is an important component of CEM, but it isn't the whole enchilada.
The environments that experiential marketers focus on are diverse. You'll often find a large emphasis on shaping the walk-in experience of brick-and-mortar environments. This is done with the goal of creating more positive, intuitive, memorable, engaging, and pleasing environments which better engage, entertain, and support customers.
Customer Experience Management
Customer Experience Mapping
|Tangible Cues||Functional product/service||Tangible cues refer to the actual product or service that you buy and whether or not it meets your expectations…|
|Intangible Cues (Mechanics)||Emotional connection to organisation||This cue is felt when you admire the aesthetic quality of a product or for services, the feeling of stepping into a spacious, well lit office.|
|Intangible Cues (Humanics)||An organisations human touch||This cue is felt when you interact with somebody who represents the organisation… was the representative polite?|