Analyzing the implementation of CEM in a machine tools industry: case study on Okuma Corporation

Handyoko, Cynthia (2008) Analyzing the implementation of CEM in a machine tools industry: case study on Okuma Corporation. Bachelor thesis, Petra Christian University.

Abstract

Customer experience management (CEM) is the latest phenomenon in marketing world as it is a tools for companies in attracting new customers as well as retaining old customers which makes it more comprehensive compared to customer relationship management. The results of the research show that the company?s current marketing strategy, which is holistic marketing management is a strong foundation for the company in implementing CEM. However, deeper research brings the writer to the conclusion that the company?s strategy is not properly implemented due to lack of commitment from the head quarter. This poor implementation is caused by the company?s culture of ethnocentric, which makes them to put more focus on Japanese customers and discriminating the customers from other region. In other word, the CEM is implemented for the Japanese customers but poorly implemented for the rest. Therefore, the end game of this research is the recommendation on how to bring the company toward customer experience management to broaden its market share in order to maintain its sustainability in this new economy where retaining old customers alone is not enough.

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