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Sampson founded Global CEM, created the United States patent-pending Branded CEM Method, Emotion Curve (first-of-its-kind in customer journey mapping) and TCE (Total Customer Experience) Model, has licensed his CEM methodologies in Europe, and written the article "Don't Eliminate All of Your Customers' Pains" for Harvard Business Review. Lee has run the Global CEM Certification Program for 40 times in 17 cities. Listen to the voices of attendees from 58 countries on six continents.
  • 13 comments 6,479 reads
    Posted on 2012-07-20

    I just read a blog post by Bob Thompson titled "Starbucks is customer-centric, because it listened… to ME.”

    To summarize the post in a few sentences: Bob is a regular customer of a Starbucks store near his house. He had an unsatisfactory experience with that store. He then wrote to Starbucks to voice his dissatisfaction. Starbucks responded and satisfied his needs. He felt good and expressed this in his blog – “Starbucks is customer-centric, because it listened… to ME.”

    “Listening to me and satisfying my needs”

    As customers, we all share Bob’s view. When a company listens to me and satisfies my needs, that company is customer-centric. Consultants and academics suggest numerous definitions, but no one is more suitable, more authoritative than the beholder – the customer – to tell us what customer-centricity is all about. Fair enough,...

  • 0 comments 2,010 reads
    Posted on 2011-12-01

    Ro King and her niece explore Paris through emerging channels and touch-points in the era of Internet—managing your brand equals managing the TCE.

    Photo source: Ro KingPhoto source: Ro King

    Summer in Paris
    by Ro King, Global CEM International Partner - the United States

    Many teenage girls dream of visiting Paris and this summer, I was able to make that dream come true for my sixteen-year-old niece. We had a long list of things to see and do, so our Paris experience began several months before my niece arrived in Europe. We contacted each other by e-mail, Facebook and Skype to share websites and blogs...

  • 0 comments 1,718 reads
    Posted on 2011-12-01

    Alice Tse loves Amsterdam and Mainland Chinese love Hong Kong for different reasons; identify your battles – touch-point experiences – to win and to lose.

    I amsterdam: A City of Differences
    by Alice Tse, Global CEM Operations Director - Hong Kong

    'I amsterdam' is the name of the official English-language website for the City of Amsterdam. I easily recall the name because of its creativity and multiple meanings. To me, the word can function as a noun meaning I am part of Amsterdam and it can function as a verb meaning I am experiencing Amsterdam. Although I have only visited Amsterdam three times, it is one of the few European cities for which I clearly remember an identity.

    I remember Schiphol Airport. Not the shops or restaurants, although they are attractive and conveniently located, it is the Airport Library that catches my attention You begin to...

  • 0 comments 1,438 reads
    Posted on 2011-12-01

    Brownell O’Connor travels to Dubai experiences the city through various touch-points—a brand is perceived through the total customer experience (TCE).

    Business Traveller to Dubai
    by Brownell O’Connor, Global CEM International Partner - Ireland

    We began our approach to Dubai. The Captain announced that we were 20 minutes ahead of schedule and that was great news..Then the aircraft entered a holding pattern for almost 50 minutes before eventually getting into Dubai – now 30-minutes behind schedule.

    Dubai airport’s terminal 3 is everything you would expect of a modern airport. I breezed straight through the electronic immigration gate but then waited 40 minutes before the baggage belt started and another 25 minutes before my suitcase arrived. My flight and baggage delays were followed by another 20 minute queue for a taxi.

    On the way to the hotel, the...

  • 0 comments 1,689 reads
    Posted on 2011-12-01

    Marco De Veglia perceives the Big Apple as a brand. We perceive a city in the same way we perceive a brand—a city is a brand.

    When Cities are Brands, Not Places
    by Marco De Veglia, Global CEM International Partner - Italy

    Some places are called “The New York of [insert country]”.

    Some things are done in a “New York style” or even in a “New York minute”.

    New York is not just a city (at least not any more). It is an idea, a concept, a meme, a brand.

    In New York, your experience is heavily influenced - at least as a first-time user (more on that later) - by your brand perception. More than living “in” New York, you “live New York”. You look for the experience, you want to savor it, you want to “be New York”.

    What you want is what you get
    When customer experience is so heavily influenced by brand perception, objectivity has...

  • 0 comments 1,429 reads
    Posted on 2011-11-30

    Wouldn’t it be wonderful if everyone in Paris spoke English reasonably well?

    Mussels in Paris
    Whenever I visit Paris, I stay in the same hotel. There is a restaurant near the hotel that I never miss – they specialize in mussels.

    When I look for lunch, I am always attracted by the seductive photos of mussels outside the restaurant. I don’t hesitate for a moment: my legs follow my heart into the restaurant. Old pictures haunt the walls, the founder smiling fondly surrounded by piles of mussels. The interior decoration is simple, bright and clean; and the atmosphere is relaxed. Everything predicts that I’ll have a perfect Parisian dining experience.

    Unfortunately, the menu is in French and I know only “bonjour” and “merci”. Lucky for me, the menu has some photos, so by pointing out a photo to a waiter, I can order the set menu. When I grasp the first mussel in my fingers and take the small piece of meat from its shell — wow...

  • 0 comments 2,092 reads
    Posted on 2011-09-23

    Surprisingly, it is the lounge experience that has driven John Chisholm (Global CEM International Partner – United States) to fly again and again with American Airlines for 25 years. When we add the importance levels—the third dimension—on top of touch-point experiences and channels, we transform a static TCE Model [1] into a dynamic one.

    Figure 1 – Dynamic TCE (Total Customer Experience) Model—AirlinesFigure 1 – Dynamic TCE (Total Customer Experience) Model—Airlines

    My KLM...

  • 0 comments 2,138 reads
    Posted on 2011-09-23

    Annemiek van Moorst (Global CEM International Partner – The Netherlands) and her partner were most concerned with the local newspaper, Italian bread, and an unpleasant odor on a KLM flight. These were the deliverables of different channels or functions during their in-flight experience. When we map all the relationships between each touch-point experience and its respective channels, we design a two-dimensional and static TCE Model [1].

    Figure 1 – Static TCE (Total Customer Experience) Model—AirlinesFigure 1 – Static TCE (Total Customer Experience) Model—Airlines...

  • 0 comments 2,878 reads
    Posted on 2011-09-16

    Candice Chee (Global CEM International Partner – Singapore) and her kids feel they were treated unsatisfactorily during an in-flight experience on Air Asia — during one of the touch-point experiences in the “In-Flight” life-stage. This section describes the difference between touch-point and sub-process, and explains why it is important for you to understand both when building a TCE Model.

    Figure 1 – Touch-point Experiences and Attributes/Sub-processes—AirlinesFigure 1 – Touch-point Experiences and Attributes/Sub-processes—Airlines

    ...
  • 0 comments 2,803 reads
    Posted on 2011-09-09

    The personal experience of Silvana Buljan (Global CEM International Partner - Spain) and her two daughters on Lufthansa, highlights an intriguing topic – when does the total customer experience start and end and how can TCE be divided into customer life-stages then subdivided into touch-point experiences.

    Figure 1 – Customer Life-stages and Touch-point Experiences—AirlinesFigure 1 – Customer Life-stages and Touch-point Experiences—Airlines

    My Lufthansa Experience
    by ...