The Customer Experience Continuum
In this article I discuss the crucial three stages of customer experience interactions, and how they relate to your customers purchasing, loyalty, share-of-wallet and recommendation behavior.
The main managerial implications of these findings are:
Firms should manage their customer experience on these three pillars of customer experience due to their significant influence on their customers’ behavior and behavioral intentions. The corresponding customer management strategy will communicate the importance that the experiences have by focusing on all three dimensions of the customer experience and its temporal implications. Firms need, therefore, to manage the customer experience prior to, during, and after the purchase and/or consumption of their offerings. All business areas that contribute to these experiences need to be involved. This strategy can only be practical, operational, and reliable, if the results are owned and accepted by all business functions to raise awareness that they are all responsible for delivering the experiences desired by their customers. Because of its importance as a key determinant of customer satisfaction, loyalty, and word-of-mouth behavior, managers should consider the “Customer Experience Continuum” model as an important strategic objective. This supports the view that an understanding of the customer experiences is vital for a firm’s strategic marketing objectives and effective interactions with different customers (Klaus & Maklan 2007). The construct developed by our study provides a way for managers to ensure positive behavior from their customers. In one follow-up article we will demonstrate the positive impact these strategic changes have on performance, i.e. profitability.
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Klaus,Ph. and Maklan, S. (2007) “The Role of Brands in a Service Dominated World,”Journal of Brand Management, Vol. 15, No. 2, 115-22.