Managing the total customer experience Academic Article uri icon


  • Offering products or services alone is no longer enough: Organizations must provide their customers with satisfactory experiences. Competing on this dimension means orchestrating all the "clues" that people detect in the buying process.

author list (cited authors)

  • Berry, L. L., Carbone, L. P., & Haeckel, S. H.

publication date

  • March 2002