According to a recent study by Deloitte, consumers across the country have changed their buying habits and are now more focused on “cutting spending and saving money” than on shopping as a hobby or loyalty to their favorite brands. This trend has led several major corporations like AT&T and ING Direct to acknowledge the paradigm shift and implement new campaigns based around Customer Experience Management (CEM). One example of a CEM initiative at AT&T is customer service reps now answering calls with the phrase “How can I make you feel like a valued customer today?”, while ING Direct has “opened seven cafes around the country” where their financial brokers will whip up double-shot mochas and cappuccinos while servicing your portfolio; all of this is an attempt by companies to connect with their customers at a more meaningful, personal level. As these CEM programs evolve, it will be very interesting to see how consumer purchase histories and individual profiles are integrated into the process of personalized connections between shopper and brand.


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