Bernd Schmitt is Robert D. Calkins Professor of International Business at Columbia Business School in New York, where he directs the Center on Global Brand Leadership. He has authored or co-authored more than 50 articles in marketing and psychology journals and six books including Experiential Marketing and Customer Experience Management, in which he expounds upon the idea of customer experience management. Columbia Business School Columbia Business School (part of Columbia University), officially named the Columbia University Graduate School of Business, and also known as CBS, was established in 1916 to provide business training and professional preparation for undergraduate and graduate Columbia University students. ... Customer experience management (CEM) is the process of strategically managing a customers entire experience with a product or a company (Schmitt, 2003, p. ...