Managing the customer experience : a measurement-based approach

Companies conduct customer loyalty research programs all the time. But anyone who has seen the results knows that nearly all fall short of their intended purpose and that brand image is either not addressed as well as it could be or at all. The research program often ends with the study's sponsors not knowing if they can use the results or how. Managing the Customer Experience avoids all 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 data: the 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 management decision tools and the measurement of the strength of influence of factors and attributes "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."--Jacket Morris Wilburn. Includes Bibliographical References (p. 107-108) And Index.