Quantifying Quality - MARKETING WEEK EXCLUSIVE

New research by Cranfield School of Management’s Phil Klaus looks at what triggers consumer purchasing behaviour in the financial services industry and why people choose one brand over another.

With the results of his brand tracking tool EXQ (Experience Quality) as evidence, he argues for the need for companies to deliver a ‘superior customer experience’. In an exclusive blog article Klaus lays out his case:

“Today’s businesses seem to be obsessed by brands. Managers are constantly exposed to stories emphasising the importance of the brand for their organization. Crucially, we need to be reminded of the relationship between cause and effect. The brand is only the effect of the company’s actions. The source of the brand, and the only part the company has influence over, are the actions leading to the brand and brand image. These actions and their impact on consumer behaviour can be investigated through the customer experience. Managers need to step back and work on the cause of the brand – the customer experience, rather than the effect. Why the customer experience?

Read more here

La customer experience: il pezzo mancante per la creazione della vera fedeltà

La customer experience: il pezzo mancante per la creazione della vera fedeltà

L'obiettivo principale degli intermediari finanziari è fidelizzare i propri clienti. Secondo la ricerca presenata in questo articolo, la customer experience, cioè l'esperienza del cliente nei confronti del marchio, costituisce il presupposto della fedeltà nei servizi finanziari e, di conseguenza, la base per conseguire maggiori ricavi e profitti. 

For more click here

MK La rivista ABI di marketing e comunicazione in banca

What really creates loyalty? Why customer lifecycle management matters? Do we really need mobile advertising? How crucial is behavioral segmentation? Find answers to these key questions below…

What Really Creates Customer Loyalty?
The Importance of ‘Value-In-Use’?
Phil Klaus from the Cranfield University School of Management discusses how ‘value-in-use’ can help build customer loyalty. Access this valuable information here.

Why customer lifecycle management matters.
In previous editions Phil Klaus of Cranfield University has established the importance of the customer experience. In this article he looks at how customer relationships evolve over time and suggests why you should care. Read more here.

Do we really need mobile advertising?
That is the question posed by Phil Klaus, resident expert on customer experience at Cranfield University School of Management. Read all about it here.

Cause and Effect.

Phil Klaus, a regular contributor, guides you through an holistic approach to market segmentation. He explains here why it is vital to understand why customers are driven to behave in a certain way and the crucial role segmentation plays in all marketing activities.