Customer Experience: Are We Measuring the Right Things? Now available free online

Our recent article challenging market researchers and customer experience managers in the way they are measuring, and subsequently managing the customer experience received a vast amount of feedback and comments from the market research industry, Customer Experience managers and academics.


In order for to see what triggered all these reactions we now a pre-reviewed FREE version of our article online. You can download the article by CLICKING HERE.

We are looking forward to your comments.


Please support our publisher by downloading the peer-reviewed PDF version HERE.

Customer experience measurement: thinking beyond service

Tom Wood of the Foolproof Group comments on our recent IJMR article:

"If you want to predict positive business outcomes like loyalty, word-of-mouth advocacy and satisfaction then customer experience measures may be more effective than monitoring the outcome of service events or using a net promoter score.

That’s the view of Stan Maklan and Phil Klaus in their article ‘Customer Experience: are we measuring the right things?’ in the International Journal of Market Research (IJMR) this month." 

Read more HERE