FATORES CRÍTICOS DE SUCESSO PARA A APLICAÇÃO DE CEM (CUSTOMER EXPERIENCE MANAGEMENT) E OS IMPACTOS NA QUALIDADE PERCEBIDA POR GESTORES DE EMPRESAS VAREJISTAS DE VESTUÁRIO BRASILEIRAS

Abstract

To compete successfully in the current scenario, managers retailers must innovate in their management model and focus on customer shopping experience. To manage the customer experience, is necessary understand what it really means. Customer Experience Management is a strategy that focuses the operations and processes of a business around the experiences of the customers at all points of contact they have with the company. This study examines the issues involved in offering superior customer experiences on fashion clothes retail stores in Brazil, through the implementation of CEM (Customer Experience Management), identifying critical success factors that can result in greater customer satisfaction.