Validating the importance of all stages of the Customer Experience: The Customer Experience Continuum

Validating the importance of all stages of the Customer Experience: The Customer Experience Continuum, read it HERE.

Your customers’ perceptions and evaluations of customer experience often develop over a series of interaction, purchasing, and consumption episodes with your firm. Most services require customers to engage with a firm multiple times over an extended period of time (Klaus & Maklan 2013). These experiences are dynamic in nature, and managers need to understand how the customers’ needs change as the interactions with the firm progress. To understand the underlying triggers of these changes is even more significant to the firm given the importance of increasing customer retention and loyalty and building long-term profitable relationships with their customers.

As these customer experience episodes increase over time, marketers need to understand what attributes of these interactions drive the desirable customer behavior at the different stages of the relationship with their respective customer (Klaus & Maklan 2011).

In a longitudinal global study, covering multiple contexts and industries Prof. Dr. Phil Klaus, Professor of Customer Experience and Marketing Strategy at ESCE International Business School, not only explores these stages, but, more importantly, investigates how they influence customer behavior.