Magazine article Management Today

MT Masterclass: Customer Experience

Magazine article Management Today

MT Masterclass: Customer Experience

Article excerpt

What is it? We never used to worry about words like 'experience' when it came to buying and selling. Satisfied customers were all we really thought about - there was no need to get inside their heads. How primitive that approach seems now. In the noisy, multi-branded, multimedia world, focusing on mere products and services is not enough We need to go deeper, and offer a memorable experience to our customers. They have so much to choose between. The companies to win out will understand this, and provide a reliably rich and satisfying experience to their customers all of the time.

Where did it come from? In 1999, Joseph Pine and James Gilmore published The Experience Economy, which launched 'customer experience' as a fashionable business concept. The phrase picked up a lot of 'new economy' baggage - it fitted in with dot.com euphoria and the misguided idea that the bread-and-butter basics of business could be ignored. But the gurus did not give up. In 2005, the advertising whizz Martin Lindstrom wrote Brand Sense, in which he argued that firms were shamefully neglecting the human senses other than sight when offering their goods and services. …

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