Build Loyalty Through Experience Management

Abstract:Connecting emotionally with customers requires an organization to create a total customer experience that differentiates the organization from the competition. This is important because customers’ overall experiences with the organization and the goods or services it sells determine brand preference. While an organization can’t manage customers’ emotions, it can manage the clues embedded in customers’ experiences with the organization that trigger their emotions. Managing experience quality means going beyond the limits of older management paradigms to understand how the consistency and effectiveness of clues evoke the emotions that create customer loyalty. A sidebar article relates the IBM Palisades …

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