How to Lead the Customer Experience

Haeckel, Stephan H.; Carbone, Lewis P.; Berry, Leonard L.
January 2003
Marketing Management;Jan/Feb2003, Vol. 12 Issue 1, p18
Customers always have an experience when they interact with a firm. The question for managers is whether the firm is prepared to systematically manage the customers' experience or simply hope for the best. The customers' overall experience'influenced by sensory and emotional clues'evokes a value perception that determines brand preference. Through experience management principles, a firm can design a composite of clues that resonate with customers and earn their loyalty.


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