Exceptional Experience

Crosby, Lawrence A.; Johnson, Sheree L.
January 2006
Marketing Management;Jan/Feb2006, Vol. 15 Issue 1, p12
The article discusses marketing management approaches that will help companies in their customer loyalty building efforts. The main point of customer experiences is to address the functional priorities of the customer and stimulate positive emotions that are meaningful to the customers and to the brand. It presents examples of customer loyalty programs introduced by various U.S. companies which can turn mundane customer visits into engaging experiences, including Minneapolis-based computer installation and repair firm Geek Squad which engaged its customers in a unique blend of street theater and The Dalles, Oregon-based Mid-Columbia Medical Center which personalizes its healthcare experience by eliminating visiting hours, allowing patients to choose their preferred gown color and providing rooms modeled after country homes.


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