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Customer relationship management (CRM) is a process in which a business or other organization administers its interactions with customers, typically using data analysis to study large amounts of information.
Product management is an organisational function within a company dealing with new product development, business justification, planning, verification, forecasting, pricing, product launch, and marketing of a product or products at all stages of the product lifecycle. Similarly, product lifecycle management (PLM) integrates people, data, processes and business systems. It provides product information for companies and their extended supply chain enterprise.
A chief marketing officer (CMO), also called a global marketing officer or marketing director, is a corporate executive responsible for marketing activities in an organization. Whilst historically these titles may have signified a legal responsibility, for example at Companies House in the UK, the titles are less strict/formal in the 21st Century and allow companies to acknowledge the evolving and increasingly significant role that marketers can play in an organisation, not least because of the inherent character of successful marketers. The CMO leads brand management, marketing communications, market research, product marketing, distribution channel management, pricing, customer success, and customer service.
The user experience is how a user interacts with and experiences a product, system or service. It includes a person's perceptions of utility, ease of use, and efficiency. Improving user experience is important to most companies, designers, and creators when creating and refining products because negative user experience can diminish use of the product and, therefore, any desired positive impacts; conversely, designing toward profitability often conflicts with ethical user experience objectives and even causes harm. User experience is subjective. However, the attributes that make up the user experience are objective.
Service design is the activity of planning and arranging people, infrastructure, communication and material components of a service in order to improve its quality, and the interaction between the service provider and its users. Service design may function as a way to inform changes to an existing service or create a new service entirely.
Design management is a field of inquiry that uses project management, design, strategy, and supply chain techniques to control a creative process, support a culture of creativity, and build a structure and organization for design. The objective of design management is to develop and maintain an efficient business environment in which an organization can achieve its strategic and mission goals through design. Design management is a comprehensive activity at all levels of business, from the discovery phase to the execution phase. "Simply put, design management is the business side of design. Design management encompasses the ongoing processes, business decisions, and strategies that enable innovation and create effectively-designed products, services, communications, environments, and brands that enhance our quality of life and provide organizational success." The discipline of design management overlaps with marketing management, operations management, and strategic management.
Lululemon Athletica, styled as lululemon athletica, is an athletic apparel retailer domiciled in Delaware and headquartered in Vancouver. Founded in 1998 as a retailer of yoga pants and other yoga wear, Lululemon has since expanded to sell its products internationally in 491 stores as well as online. The company has expanded to sell a variety of athletic wear, including performance shirts, shorts, and pants, as well as lifestyle apparel and yoga accessories.
User experience design is the process of supporting user behavior through usability, usefulness, and desirability provided in the interaction with a product. User experience design encompasses traditional human–computer interaction (HCI) design and extends it by addressing all aspects of a product or service as perceived by users. Experience design (XD) is the practice of designing products, processes, services, events, omnichannel journeys, and environments with a focus placed on the quality of the user experience and culturally relevant solutions. Experience design is not driven by a single design discipline. Instead, it requires a cross-discipline perspective that considers multiple aspects of the brand, business, environment and experience from product, packaging, and retail environment to the clothing and attitude of employees. Experience design seeks to develop the experience of a product, service, or event along any or all of the following dimensions:
The following outline is provided as an overview of and topical guide to marketing:
Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Its development during the 1990s and 2000s, changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly use digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones, callback, and on-hold mobile ring tones. The extension to non-Internet channels differentiates digital marketing from online marketing.
Customer engagement is an interaction between an external consumer/customer and an organization through various online or offline channels For example, Hollebeek, Srivastava and Chen's S-D logic-informed definition of customer engagement is "a customer’s motivationally driven, volitional investment of operant resources, and operand resources into brand interactions," which applies to online and offline engagement
Customer experience (CX) is a totality of cognitive, affective, sensory, and behavioral consumer responses during all stages of the consumption process including pre-purchase, consumption, and post-purchase stages. Pine and Gilmore described the experience economy as the next level after commodities, goods, and services with memorable events as the final business product. Four realms of experience include esthetic, escapist, entertainment, and educational components.
A chief brand officer (CBO) is a relatively new executive-level position at a corporation, company, organization, or agency, which typically reports to the CEO or board of directors and is responsible for a brand's image, experience, and promise. The brand officer oversees marketing, advertising, design, public relations, and customer service. Organizations that have established a CBO position include the American Automobile Association, ElevenUp Group, Baskin-Robbins, Bell Canada, Boston Market, Citigroup, McDonald's, WWE, Mattel, All Elite Wrestling, Globant, EduNence and AT&T.
M. Bridget Duffy is a physician and speaker on the customer experience in healthcare. She was America's first healthcare chief experience officer, at the Cleveland Clinic.
Chief Design Officer (CDO), or design executive officer (DEO), is a corporate title sometimes given to an executive in charge of an organization's design initiatives. The CDO is typically responsible for overseeing all design and innovation aspects of a company's products and services, including product design, architectural design, graphic design, user experience design, industrial design, and package design. They may also be responsible for aspects of advertising, marketing, and engineering.
Julie Larson-Green is the former chief experience officer (CXO) of the Office Experience Organization at Microsoft, where she worked 1993 through 2017. She subsequently joined Qualtrics as their CXO.
The Gap, Inc., commonly known as Gap Inc. or Gap, is an American worldwide clothing and accessories retailer.
User research focuses on understanding user behaviors, needs, and motivations through observation techniques, task analysis, and other feedback methodologies. This field of research aims at improving the usability of products, services, or processes by incorporating experimental and observational research methods to guide the design, development, and refinement of a product. User researchers often work alongside designers, engineers, and programmers in all stages of product creation and idealization.
David C. Edelman is Chief Marketing Officer at Aetna.
References
- ↑ "CEO as Chief Experience Officer -". GA Blog. Retrieved 2016-01-14.
- ↑ Hubert, Lis (28 October 2011). "UX, It's Time to Define CXO". UX Magazine. Retrieved 13 January 2013.CS1 maint: discouraged parameter (link)
- ↑ Fisher, Claudia; Vallaster, Christine (2010-04-01). Connective Branding: Building Brand Equity in a Demanding World. John Wiley & Sons. pp. 147–. ISBN 9780470740873 . Retrieved 17 January 2013.CS1 maint: discouraged parameter (link)
- ↑ Larkin, Howard (11 Nov 2012). "Chief Experience Officer: Listener-in-chief". Hospitals & Health Networks. Archived from the original on 28 February 2014. Retrieved 13 January 2013.CS1 maint: discouraged parameter (link)
- ↑ Elliott, Stuart (13 September 2006). "Wanted: Experience Officer. Some Necessary". The New York Times. Retrieved 13 January 2013.CS1 maint: discouraged parameter (link)
- ↑ Coomber, Steve; Woods, Marc (2008-06-10). Where Do All the Paperclips Go: ...and 127 other business and career conundrums. John Wiley & Sons. pp. 99–. ISBN 9781906465001 . Retrieved 17 January 2013.CS1 maint: discouraged parameter (link)
- ↑ The Futurist. World Future Society. 2000.
- ↑ Manning, Harley; Bodine, Kerry (2012-08-28). Outside In: The Power of Putting Customers at the Center of Your Business. Houghton Mifflin Harcourt. pp. 186–. ISBN 9780547913988 . Retrieved 17 January 2013.CS1 maint: discouraged parameter (link)