How to Lead the Customer Experience Academic Article uri icon


  • 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.

published proceedings

  • Marketing Management

author list (cited authors)

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

complete list of authors

  • Haeckel, SH||Carbone, LP||Berry, LL

publication date

  • January 2003