Premium Content

Access "Customer experience management technologies shape business strategies"

Published: 13 Nov 2012

At a Burger King in Amesbury, Mass., one of Coca-Cola’s newest creations sits next to the pick-up counter. The touchscreen soda fountain glows red and white in the dim lighting, and colorful buttons beckon customers to try out the machine. Coca-Cola Freestyle, introduced in 2009, provides a new way for people to interact with the Coke brand and delivers individual control for each user. It’s yet another example of technology shaping customer experience management (CEM). The touchscreen machines offer more than 100 drink combinations to customers, who can stick with Coke or craft their own drink recipes—with a dozen fruit flavors and 21 base syrups to choose from, including Coke Zero, Powerade, Sprite and Dasani. The machines have been gradually deployed over the past three years in fast food restaurants, movie theaters and convenience stores across the United States and Canada. Coke’s effort to integrate technology and customer experience exemplifies how companies are shifting their strategies toward a customer-centric model, according to Denis Pombriant, ... Access >>>

Access TechTarget
Premium Content for Free.

By submitting you agree to receive email from TechTarget and its partners. If you reside outside of the United States, you consent to having your personal data transferred to and processed in the United States. Privacy

What's Inside

Features
    • CEM jobs employ both sides of the brain by Cameron Kittle

      Every customer experience management project needs a creative thinker, but what about a numbers guy or a people person? Success depends on getting all three in one hire, industry observers say.

More Premium Content Accessible For Free

  • Contact center upgrades to clear up complex customer service
    old-hat_technologies.png
    E-Handbook

    Contact centers are struggling to stay on top of the myriad communication channels available to consumers today. To effectively manage those channels...

  • Modernizing customer relationship management systems today
    modern_contact_center.png
    E-Handbook

    If you were asked to define either an on-premises or hosted contact center, could you? Don't fret if you can't: Many professionals don't know the ...

  • Contact center technologies combat customer frustration with automation
    customer_experience_management_ch1.png
    E-Chapter

    Can automation improve the customer experience? Some say it can by creating a standardized, consistent experience. Automation technologies like ...