![]() ![]() ![]() Customer experiences are more social in nature, and peer customers are influencing experiences as well. Moreover, customer-to-customer interactions through social media are creating significant challenges and opportunities for firms ( Leeflang et al. Firms are confronted with accelerating media and channel fragmentation, and omnichannel management has become the new norm ( Brynjolfsson, Hu, and Rahman 2013 Verhoef, Kannan, and Inman 2015). The increasing focus on customer experience arises because customers now interact with firms through myriad touch points in multiple channels and media, resulting in more complex customer journeys. Attention in customer management has mainly centered on customers’ value creation for firms, with a focus on metrics such as customer lifetime value (CLV) ( Gupta, Lehmann, and Stuart 2004 Kumar and Shah 2009) instead of value creation for customers ( Bügel 2010 Kumar and Reinartz 2016). Marketing science, and specifically customer management, has been slow to adopt these developments in the marketing literature. Schmitt (1999) was one of the first scholars to emphasize the importance of customer experience, and Pine and Gilmore (1998) specifically address the importance of experiences in today's society and the opportunities for firms to benefit from creating strong and enduring customer experiences. Multiple firms, such as KPMG, Amazon, and Google, now have chief customer experience officers, customer experience vice presidents, or customer experience managers responsible for creating and managing the experience of their customers. According to a recent study by Accenture (2015 in cooperation with Forrester), improving the customer experience received the most number one rankings when executives were asked about their top priorities for the next 12 months. All subjects Allied Health Cardiology & Cardiovascular Medicine Dentistry Emergency Medicine & Critical Care Endocrinology & Metabolism Environmental Science General Medicine Geriatrics Infectious Diseases Medico-legal Neurology Nursing Nutrition Obstetrics & Gynecology Oncology Orthopaedics & Sports Medicine Otolaryngology Palliative Medicine & Chronic Care Pediatrics Pharmacology & Toxicology Psychiatry & Psychology Public Health Pulmonary & Respiratory Medicine Radiology Research Methods & Evaluation Rheumatology Surgery Tropical Medicine Veterinary Medicine Cell Biology Clinical Biochemistry Environmental Science Life Sciences Neuroscience Pharmacology & Toxicology Biomedical Engineering Engineering & Computing Environmental Engineering Materials Science Anthropology & Archaeology Communication & Media Studies Criminology & Criminal Justice Cultural Studies Economics & Development Education Environmental Studies Ethnic Studies Family Studies Gender Studies Geography Gerontology & Aging Group Studies History Information Science Interpersonal Violence Language & Linguistics Law Management & Organization Studies Marketing & Hospitality Music Peace Studies & Conflict Resolution Philosophy Politics & International Relations Psychoanalysis Psychology & Counseling Public Administration Regional Studies Religion Research Methods & Evaluation Science & Society Studies Social Work & Social Policy Sociology Special Education Urban Studies & Planning BROWSE JOURNALSĬreating a strong customer experience is now a leading management objective. ![]()
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