Engineering Customer Experiences

Carbone, Lewis P.; Haeckel, Stephan H.
December 1994
Marketing Management;Winter94, Vol. 3 Issue 3, p8
Customers always get an experience along with a product or service. That experience may be good or bad, lasting or fleeting, a random phenomenon or an engineered perception. Companies reengineering their businesses should think about incorporating customer experience into their business design. Some emerging concepts, principles, and techniques for designing experiences can help establish customer preference. The first step is to elevate the process of creating differentiated customer experiences from a highly intuitive art form into a management discipline. INSET: Glossary of Terms.


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