COMPANIES HAVE LONG EMPHASIZED TOUCHPOINTS—the many critical moments
when customers interact with the organization and its offerings on their way to purchase and …

Anyone who has signed up recently for cell phone service has faced a stern test in trying to
figure out the cost of carry-forward minutes versus free calls within a network and how it …

Understanding customer experience and the customer journey over time is critical for firms.
Customers now interact with firms through myriad touch points in multiple channels and …

What simple innovation brought billions in new investments to Fidelity? What basic
misunderstanding was preventing Office Depot from achieving its growth potential? What …

The ultimate guide to customer satisfaction, from the people who understand it better than
anyone For nearly forty years, JD Power and Associates has been synonymous with …

In Customer Experience Management, renowned consultant and marketing thinker Bernd
Schmitt follows up on his groundbreaking book Experiential Marketing by introducing a new …

Customer experience is heralded as the competitive battleground; however, it is defined so
broadly that companies often struggle to define, implement, and measure it. Based on the …

A number of organizations are starting to systematically apply customer experience
management principles to strengthen customer preference and improve business outcomes …

When most companies focus on customer experience they think about touchpoints—the
individual transactions through which customers interact with parts of the business and its …

Purpose–The purpose of this paper is to provide directions for future research on:
broadening the role of customers in customer experience; taking a practice-based approach …