Managing the Customer Experience: A Measurement-Based Approach
Morris Wilburn
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.
"A comprehensive road map for managing the customer experience, readable by both novices and more experienced users. Reflects much thought and experience at the conceptual stage and at the data analysis stage of the process." Richard Lichvar
Market Information & Research
US Bank
"Managing the Customer Experience is salient in today's evolution of customer satisfaction and loyalty research. It fills the gap in much of the current literature between theory and business application. An important part of this is the understanding of both the rational and emotional drivers of loyalty, so that the key elements of the customer experience can be prioritized and improved." Shaun W. Hill
Director, Customer Leadership
Textron
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128 pages.
ISBN 978-0-87389-702-0.
6 x 9.
Softcover.
2007
Item: H1292
Member Price: $30.00
List/Forum-Division Price: $50.00
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Managing the Customer Experience: A Measurement-Based Approach
Morris Wilburn
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About the Author(s):
Morris Wilburn is Associate Research Director at Market Probe, where his primary duties are consulting in research design and analysis, performing advanced analysis, and developing new products. His focus is on customer loyalty, new product development and segmentation studies. Previously he was Senior Research Methodologist at the Gallup Organization. Wilburn holds a BS in sociology from Lamar University and an MA sociology from the University of Chicago with specialization in survey research methodology. He is co-author of the book Linking Customer and Employee Satisfaction to the Bottom Line (ASQ Quality Press, 2003).
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