Synopsis
Companies conduct customer loyalty research programs all the time. But anyone who has seen the results knows that nearly all fall short of their intended purpose and that brand image is either not addressed as well as it could be or at all. The research program often ends with the study's sponsors not knowing if they can use the results or how. Managing the Customer Experience avoids all 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 data: the 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 management decision tools and the measurement of the strength of influence of factors and attributes.
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About the Author
Morris Wilburn is founder and principal of Advanced Customer Analytics. Within the marketing and survey research realm, he provides research design consulting and advanced statistical analysis, focusing primarily on the customer experience, customer segmentation and brand health. He has previously been employed at The Gallup Organization, Market Probe and SDR Consulting. He has a Master's Degree in Sociology with a specialization in survey research methodology from the University of Chicago, with additional Master's level training in advanced statistical analysis from that institution.
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Managing the Customer Experience: A Measurement-Based Approach
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