How to Lead the Customer Experience
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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.
author list (cited authors)
Haeckel, S. H., Carbone, L. P., & Berry, L. L.