Experential Marketing

Dr. Bernd Schmitt is a professor in Columbia Business School and recently conducted a seminar in India on Experential Marketing and stressed on Customer Experience Management (CEM).
He elaborates on providing the wholesome experience to the customer; that can be a end user, or the business partner (B2B) and most importantly it can also be the internal employee. The wholesome experience constitutues the unique scenario in which customer is 'in', the current trends, the needs of the customer, the emotion of the customer, making the product appealing to the customer so that all his senses are involved. The product should be exiting to hear, look, feel, touch & use.