Download or read book How Excellent Experiences affect Customer Loyalty written by Daniel Gurski and published by GRIN Verlag. This book was released on 2013-04-22 with total page 63 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2013 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, Maastricht University (School of Business and Economics), language: English, abstract: Abstract The thesis at hand develops a new scale to measure customer experience quality on the basis of four dimensions: service quality, atmosphere quality, flow quality, and learning quality. The American coffee company Starbucks is used as exemplary case to validate the theory empirically. Product quality is found to be a separate, but related construct to customer experience quality. The author investigates the effect of customer experiences on customer loyalty and finds that customer experience quality indirectly affects customer loyalty intentions through perceived value. The relative importance of customer experience quality for perceived value and in succession customer loyalty intentions is found to be much higher than that of product quality. Moreover, perceived wealth of the customer acts as a moderator and increases the positive effect of customer experience quality on perceived value wheras it weakens the effect of product quality on perceived value. Collectively, the results extend and clarify concepts in the evolving, but inconsistent customer experience literature. The findings enable managers to stage customer experiences more effectively and more efficiently.
Download or read book The Effortless Experience written by Matthew Dixon and published by Penguin. This book was released on 2013-09-12 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: Everyone knows that the best way to create customer loyalty is with service so good, so over the top, that it surprises and delights. But what if everyone is wrong? In their acclaimed bestseller The Challenger Sale, Matthew Dixon and his colleagues at CEB busted many longstanding myths about sales. Now they’ve turned their research and analysis to a new vital business subject—customer loyalty—with a new book that turns the conventional wisdom on its head. The idea that companies must delight customers by exceeding service expectations is so entrenched that managers rarely even question it. They devote untold time, energy, and resources to trying to dazzle people and inspire their undying loyalty. Yet CEB’s careful research over five years and tens of thousands of respondents proves that the “dazzle factor” is wildly overrated—it simply doesn’t predict repeat sales, share of wallet, or positive wordof-mouth. The reality: Loyalty is driven by how well a company delivers on its basic promises and solves day-to-day problems, not on how spectacular its service experience might be. Most customers don’t want to be “wowed”; they want an effortless experience. And they are far more likely to punish you for bad service than to reward you for good service. If you put on your customer hat rather than your manager or marketer hat, this makes a lot of sense. What do you really want from your cable company, a free month of HBO when it screws up or a fast, painless restoration of your connection? What about your bank—do you want free cookies and a cheerful smile, even a personal relationship with your teller? Or just a quick in-and-out transaction and an easy way to get a refund when it accidentally overcharges on fees? The Effortless Experience takes readers on a fascinating journey deep inside the customer experience to reveal what really makes customers loyal—and disloyal. The authors lay out the four key pillars of a low-effort customer experience, along the way delivering robust data, shocking insights and profiles of companies that are already using the principles revealed by CEB’s research, with great results. And they include many tools and templates you can start applying right away to improve service, reduce costs, decrease customer churn, and ultimately generate the elusive loyalty that the “dazzle factor” fails to deliver. The rewards are there for the taking, and the pathway to achieving them is now clearly marked.
Download or read book Customer Experiences affect Customer Loyalty An Empirical Investigation of the Starbucks Experience using Structural Equation Modeling written by Daniel Gurski and published by Anchor Academic Publishing (aap_verlag). This book was released on 2014-02-01 with total page 62 pages. Available in PDF, EPUB and Kindle. Book excerpt: The study at hand investigates customer experiences at the American coffee company Starbucks and develops a new scale to measure customer experience quality on the basis of four dimensions: Service quality, atmosphere quality, flow quality and learning quality. The study reveals that product quality itself is a separate, but related construct to customer experience quality which alone is not sufficient to create customer loyalty. The effect of customer experience quality and product quality on customer loyalty intentions is found to be fully mediated by perceived value. Moreover, perceived wealth of the customer acts as a moderator and increases the positive effect of customer experience quality on perceived value whereas it weakens the effect of product quality on perceived value. Collectively, the results extend and clarify concepts in the evolving, but inconsistent customer experience management literature. The findings enable managers to stage customer experiences more effectively and more efficiently.
Download or read book Customer Experience Management written by Bernd H. Schmitt and published by John Wiley & Sons. This book was released on 2010-07-09 with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt: In Customer Experience Management, renowned consultant and marketing thinker Bernd Schmitt follows up on his groundbreaking book Experiential Marketing by introducing a new and visionary approach to marketing called customer experience management (CEM). In this book, Schmitt demonstrates how to put his CEM framework to work in any organization to spur growth, increase revenues, and transform the image of your company and its brands. From retail buying to telephone orders, from marketing communications to online shopping, every customer touch-point offers companies an opportunity to maximize the customer experience and establish a bond that will never be broken. Customer Experience Management introduces the five-step CEM process, a comprehensive tool for connecting with customers at every touch-point. This revolutionary marketing guide provides cases of successful CEM implementations in a wide variety of consumer and B2B industries, including pharmaceuticals, electronics, beauty and cosmetics, telecommunications, beverages, financial services, and even the nonprofit sector. A must-read for senior executives, marketing managers, and anyone who wants to drive growth, increase income, and spur organizational change, Customer Experience Management demonstrates the power of collecting truly relevant customer information, developing and implementing winning strategies, and measuring their results.
Download or read book Brand Intimacy written by Mario Natarelli and published by Hatherleigh Press. This book was released on 2017-10-23 with total page 357 pages. Available in PDF, EPUB and Kindle. Book excerpt: From Patagonia to Apple, Whole Foods to New Balance, we love our favorite products--and, by extension, the companies that provide them. The emotional connections we form with our beloved brands and services are important relationships--relationships that are potentially worth billions. In the fast-paced, constantly-changing world of the modern marketplace, brands must adapt or perish—strategies, methods, and techniques must evolve to remain effective and relevant. Are you using yesterday’s thinking for tomorrow’s challenges? Brand Intimacy details ways to build better marketing through the cultivation of emotional connections between brand and consumer. The book provides lessons for marketers and business leaders alike who are seeking to understand these ultimate brand relationships and the opportunities they represent. Divided into three sections, Brand Intimacy starts with Context and Understanding. This explains today’s marketing landscape, the effects of technology, consumer behaviors and the advancements around decision making. Through research we discovered that people form relationships with brands the same way they develop relationships with other people. This section provides guidance on how to think about complimentary concepts such as loyalty, satisfaction and brand value. We then explore and compare established approaches and methodologies and showcase why intimacy is a compelling new and enhanced opportunity to build your brand or market your business. The second section, Theory and Model reveals and dimensions the brand intimacy model and dissects it into steps to help you better factor it into your marketing approaches or frameworks. Here you will learn the core concepts and components that are essential to build bonds and the role emotion can play to help you achieve greater customer engagement. You can also review the rankings of the best brands in terms of Brand Intimacy. A summary of our annual research reveals the characteristics of best performers, the most intimate industries, and differences based on geography, age, gender and income. By examining the top intimate brands, we reveal and decode the secrets of the bonds they form with their customers. The third section is Methods & Practice, this details the economic benefits and advantages of a strategy that factors Brand Intimacy. Intimate brands are proven to outperform the Fortune 500 and Standards and Poors’ index of brands. Intimate brands create more revenue and profit and last longer. Consumers are also willing to pay more for a brand they are more intimate with. Conversely, we also explore a series of brand failures and lessons learned to help you avoid common pitfalls in brand management. We articulate the steps to build a more intimate brand as well as share a glimpse on the future where software will play a more important role in brand building. The book outlines a proprietary digital platform that we use to help manage and enable intimacy through collaboration, simulators and real-time tracking of emotions. Business and marketing owners face an increasing difficult task to build brands that rise above the clutter, engage more and grow. Brand Intimacy explains how to better measure, build and manage enduring brands. Brands that are built to inspire as well as profit. Written by experienced marketers and backed by extensive research, Brand Intimacy rewrites the rulebook on how to establish and expand your marketing. The book is equal parts theory, research and practice, the result of 7 year journey and a new marketing paradigm for the modern marketer.
Download or read book Service Excellence written by Ruth N. Bolton and published by Business Expert Press. This book was released on 2016-04-18 with total page 181 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Customer Experience is the sensory, cognitive, emotional, social and behavioral dimensions of all activities that connect the customer and the organization over time across touch points and channels. It encompasses all activities involving the customer where the organization is the focal object, including pre-purchase activities (such as exposure to a website ad), and purchase, consumption, and engagement behaviors (blogging, sharing photos). This book analyzes the challenges of creating excellent customer experiences, including the management of technology and new media. It describes how customers co-produce and co-create their experiences, and how these activities influence business revenues and costs. The book takes a deep dive into the psychology of customers, revealing the conceptual building blocks of customer experiences and how they build relationships over time. These ideas provide a business perspective on how to manage relationships with customers to generate cash flows and profitability, including the role of pricing.
Download or read book Customer Loyalty and Brand Management written by María Jesús Yagüe Guillén and published by MDPI. This book was released on 2019-09-23 with total page 122 pages. Available in PDF, EPUB and Kindle. Book excerpt: Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others).
Download or read book Customer Experience For Dummies written by Roy Barnes and published by John Wiley & Sons. This book was released on 2014-10-29 with total page 373 pages. Available in PDF, EPUB and Kindle. Book excerpt: Gain, engage, and retain customers with positive experiences A positive customer experience is absolutely essential to keeping your business relevant. Today's business owners need to know how to connect and engage with their customers through a variety of different channels, including online reviews and word of mouth. Customer Experience For Dummies helps you listen to your customers and offers friendly, practical, and easy-to-implement solutions for incorporating customer engagement into your business plans and keep the crowds singing your praises. The book will show you simple and attainable ways to increase customer experience and generate sales growth, competitive advantage, and profitability. You'll get the know-how to successfully optimize social media to create more loyal customers, provide feedback that keeps them coming back for more, become a trustworthy and transparent entity that receives positive reviews, and so much more. Gives you the tools you need to target customers more precisely Helps you implement new social and mobile strategies Shows you how to generate and maintain customer loyalty in order to achieve success through multiple channels Explains how a fully-engaged customer can help you outperform the competition Learn how to respond effectively to customer feedback Your brand's reputation and success is your lifeblood, and Customer Experience For Dummies shows you how to stay relevant, add value, and win and retain customers.
Download or read book The Experience Effect written by Jim Joseph and published by AMACOM. This book was released on 2010-05-19 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: The overall experience of the buying process ultimately determines whether consumers will pay money for a product or service: they weigh what they are purchasing with their responses to the marketing message, the advertising, the sales approach, the website, the interaction with company personnel, and more. Jim Joseph calls the ideal combination these elements the “experience effect.” In this book, he shows how any business can create one for its brand to ensure customers leave satisfied. The Experience Effect does this by teaching readers how to understand their brand’s target audience, conduct more effective market research, connect with customers on an emotional level, establish appropriate and engaging customer touchpoints, link digital and nondigital media, and perform a gap analysis of their brands’ marketing. Filled with practical advice and real-life examples, this insightful guide helps companies of any type and size coalesce the varied elements of their business into a seamless consumer experience that resonates deeply, builds brand loyalty, and keeps customers coming back.
Download or read book Customer Loyalty written by S. Robinson and published by Springer. This book was released on 2005-11-07 with total page 190 pages. Available in PDF, EPUB and Kindle. Book excerpt: The authors argue that the best strategic approach for a company or organization is to regard customer loyalty as a continuing response to changes in society and that this perspective is often neglected in favour of shorter term considerations. They present a new approach that builds upon social and economic research to provide practical guidelines.
Download or read book Building Great Customer Experiences written by Colin Shaw and published by Springer. This book was released on 2002-09-13 with total page 291 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is about building and delivering great customer experiences. Many companies neglect this, but the physical execution and emotional impact of customer experiences, companies and brands may ultimately determine customer satisfaction and loyalty and commercial success. With the use of compelling examples and cases the authors show that this is key for all companies and organisations.
Download or read book Achieving Customer Experience Excellence through a Quality Management System written by Alka Jarvis and published by Quality Press. This book was released on 2016-07-08 with total page 245 pages. Available in PDF, EPUB and Kindle. Book excerpt: We are in what many call The Age of the Customer. Customers are empowered more than ever before and demand a high level of customer attention and service. Their increasing expectations and demands worldwide have forced organizations to transform themselves and prepare for the customer experience (CX) battlefield. This landmark book addresses: What customer experience really means Why it matters Whether it has any substantial business impact What your organization can do to deliver and sustain your CX efforts, and How we got to this particular point in CX history This book is the result of exhaustive research conducted to incorporate various components that affect customer experience. Based on the research results, the authors make a case for seeing CX and associated transformations as the next natural evolution of the quality management system (QMS) already in place in most companies. Using an existing QMS as the foundation for CX not only creates a more sustainable platform, but it allows for a faster and more cost effective way to enable an organization to attain world-class CX.
Download or read book Customer Relationship Management written by Francis Buttle and published by Routledge. This book was released on 2009 with total page 495 pages. Available in PDF, EPUB and Kindle. Book excerpt: This title presents an holistic view of CRM, arguing that its essence concerns basic business strategy - developing and maintaining long-term, mutually beneficial relationships with strategically significant customers - rather than the operational tools which achieve these aims.
Download or read book Online Customer Loyalty written by Roberta C. Nacif and published by Springer Science & Business Media. This book was released on 2012-12-06 with total page 378 pages. Available in PDF, EPUB and Kindle. Book excerpt: Roberta C. Nacif investigates the behavioral consequences of self-service purchases via the Internet. She explores the effects of customers' assessments of self-service encounters experiences (attitudes) and transactional history (prior behavior) on their subsequent purchasing behavior and analyzes customers' decision of whether or not to repurchase from the same retailer and of how much money to spend.
Download or read book The Wallet Allocation Rule written by Timothy L. Keiningham and published by John Wiley & Sons. This book was released on 2015-02-02 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: Customer Loyalty Isn't Enough—Grow Your Share of Wallet The Wallet Allocation Rule is a revolutionary, definitive guide for winning the battle for share of customers' hearts, minds, and wallets. Backed by rock-solid science published in the Harvard Business Review and MIT Sloan Management Review, this landmark book introduces a new and rigorously tested approach—the Wallet Allocation Rule—that is proven to link to the most important measure of customer loyalty: share of wallet. Companies currently spend billions of dollars each year measuring and managing metrics like customer satisfaction and Net Promoter Score (NPS) to improve customer loyalty. These metrics, however, have almost no correlation to share of wallet. As a result, the returns on investments designed to improve the customer experience are frequently near zero, even negative. With The Wallet Allocation Rule, managers finally have the missing link to business growth within their grasp—the ability to link their existing metrics to the share of spending that customers allocate to their brands. Learn why improving satisfaction (or NPS) does not improve share. Apply the Wallet Allocation Rule to discover what really drives customer spending. Uncover new metrics that really matter to achieve growth. By applying the Wallet Allocation Rule, managers get real insight into the money they currently get from their customers, the money available to be earned by them, and what it takes to get it. The Wallet Allocation Rule provides managers with a blueprint for sustainable long-term growth.
Download or read book The Customer of the Future written by Blake Morgan and published by HarperCollins Leadership. This book was released on 2019-10-29 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: With emerging technology transforming customer expectations, it's important to keep a laser focus on the experience companies provide their customers. Tomorrow's customers need to be targeted today! Customer experience futurist Blake Morgan outlines ten easy-to-follow customer experience guidelines that integrate emerging technologies with effective strategies to combat disconnected processes, silo mentalities, and a lack of buyer perspective. The Customer of the Future explains how today's customers are already demanding frictionless, personalized, on-demand experiences from their products and services, and companies that don't adapt to these new expectations won't last. This book prepares your organization for these increasing demands by helping you do the following: Learn the ten defining strategies for a customer experience-focused company. Implement new techniques to shift the entire company from being product-focused to being customer-focused. Gain insights through case studies and examples on how the world's most innovative companies are offering new and compelling customer experiences. Tomorrow's customers will insist on experiences that make their lives significantly easier and better. Craft a leadership development and culture plan to create lasting change at your organization!
Download or read book The Customer Loyalty Loop written by Noah Fleming and published by Red Wheel/Weiser. This book was released on 2016-11-21 with total page 233 pages. Available in PDF, EPUB and Kindle. Book excerpt: How do you grow a truly sustainable business in the hypercompetitive 21st century? By using the practical, psychology-based strategies in this book to dive into the mind of your customer and enhance your business’s customer experience by creating “buying loops” that keep your customers coming back for more. The Customer Loyalty Loop includes proven, science-backed secrets for building legions of loyal customers who will become evangelists for your business, buy from you repeatedly, and actually enjoy doing business with you. You will learn a wide variety of simple but powerfully effective strategies, such as: How to stop using gimmicks and trick promotions to encourage repeat business, and what to do instead that will keep your customers coming back for more. How to use the “Butler Secret” to achieve results superior to any marketing campaign or promotion you’ll ever dream up. Why providing the best customer service isn’t enough anymore, and what you must do instead if you want your business to keep growing in the 21st century. The “Bentley Strategy” that will immediately and dramatically increase customer loyalty to your business. And many more proven tactics and strategies.
