Wednesday, February 15, 2012

Customer Experience: are we measuring the right things?

Marketing theory and practice evolved dramatically through a series of transformations from products to services and, recently, customer experiences. Each stage has its own perspective on marketing's purpose, the nature of customer value, and measurements that calibrate performance and guide managerial decisions. The latter is of particular interest to market researchers. Measurement (research) typically lags behind changes in marketing theory due to institutional factors and the time it takes for new practices to diffuse. Klaus and Maklan (2011) posit that firms still measure customer experience against criteria more suited to evaluating product and service marketing. Research practice seems rooted in 1990s notions of service quality, itself an outgrowth of total quality management (TQM) originating in manufacturing during the 1980s. The authors argue that market researchers will serve their organizations and customers better if they take an active role in updating the customer experience measurement commensurate with advances in the conceptualization of that which firms offer customers. 

The full IJMR article is available through:
Open Depot
WARC (Free trial available) 


  1. Very interesting discussion about methods of customer experience measurement. I'm sure that the results of this discussion will be the clear criteria that should be used for measurement of customers experience and this will lead to the better quality applications.

  2. Dear Alex,

    Thank you for your insightful comments. Our research aims at establishing a generalizable measurement of customer experience quality (EXQ) focusing on the process, i.e. the how and why customer experiences arise and how they influence consumer behavior. This will allow businesses to implement, monitor and manage their customer experience customer experience strategies in the best possible fashion, i.e. leading to superior profitability. Our most recent IJMR article "Towards a better measure of Customer Experience" ( delivers more evidence on not only how to measure the customer experience, but the superior predictive power of their EXQ Scale in comparison to service quality and customer satisfaction.

    Looking forward to your invaluable feedback.

    Yours sincerely

    Prof. Dr. Phil Klaus