The Customer Experience

Our perspective on the customer experience is comprehensive. Satisfaction with service at an individual customer contact point (service channel), overall satisfaction, attitudinal loyalty, and purchase behavior can be treated as outcomes.

Product quality, service at individual service channels, price, the shopping environment and brand image can be treated as drivers.

Our research has shown that both cognitive (rational) and affective (emotional) drivers are important to the customer experience. Related to the latter, we address fundamental human needs; these include the need for empathy in service experiences, security, self-esteem and justice/fairness.

Service is analyzed not only in terms of the level of the company's performance, but the variation in its performance. Recognize that what we call variation is experienced as reliability by customers.

The company's performance is evaluated in the competitive context.

 Managing the Customer Experience

The analyses we can provide include the following:

  • Identifying the most appropriate measure of loyalty for your company and your customer base.
  • Loyalty models.
  • Prioritizing the drivers for improvement by taking into account their strength of influence on loyalty, the company's current level of performance, the percentage of the customer base affected by the respective driver, and relative cost of improving performance from current levels.
  • Cross-sell and up-sell models.
  • Analysis of the effect of customer loyalty on purchase behavior and company revenue.

Several analytical techniques are used in the analysis of the customer experience; these include structural equation models, the multinomial logit model and Kruskal's relative importance.