Experience Marketing: “Shifting from Transactions to Relationships”

A couple of decades ago analysts for the movie theater industry greeted the launch of home video less than enthusiastically. Conventional wisdom suggested that as movie watching became more convenient, affordable, and accessible, fewer people would continue visiting theaters. Home video was the perfect solution to avoiding long ticket lines, sticky theater floors, and sharing an armrest with a stranger. Traditional movie theaters prepared for a shakedown and a thinning out of their industry. The paper explains how customer CRM (Customer Relationship Marketing) shifting to CEM (Customer Experience Marketing).