Managing the Customer Experience: A Measurement-based Approach
Morris Wilburn
Jan 2007 · Quality Press
Ebook
112
Pages
About this ebook
Many companies have customer loyalty research programs. But most of those programs fall short of their intended purpose, either because they fail to include important drivers of loyalty or because of the form in which the research results are reported.
Managing the Customer Experience avoids these missteps. It begins with an explanation of the interrelationship between brand image, customer emotions evoked by contact with service employees, and the shopping environment. The book then identifies what information is necessary for managing the customer experience, and describes how it can be obtained. The discussion then moves to analysis and reporting of information: the management decision tools and information needed by each level of management, and how the data from the studies described previously can produce it. The book concludes with a discussion of issues that arise in the construction of management decision tools.
Managing the Customer Experience avoids these missteps. It begins with an explanation of the interrelationship between brand image, customer emotions evoked by contact with service employees, and the shopping environment. The book then identifies what information is necessary for managing the customer experience, and describes how it can be obtained. The discussion then moves to analysis and reporting of information: the management decision tools and information needed by each level of management, and how the data from the studies described previously can produce it. The book concludes with a discussion of issues that arise in the construction of management decision tools.
About the author
Morris Wilburn is an associate research director for Market Probe.
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