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Customer experience management technologies shape business strategies
This article is part of the Customer Experience Exchange issue of November, Volume 1, Issue 7
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, ...
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Features in this issue
With technology rapidly changing, companies want the latest innovations that mesh with their customer experience management strategies. But it also takes the right employees to make CEM work, industry observers say.
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.
It’s not just tools companies need to power customer experience management; it’s employees who can do the job. And the skills those workers need to go far beyond mere customer service.