Focusing on the Customer Experience and Delivering Great Customer Service
Great customer service is dependent on the marketer mastering the art and science of patron knowledge and understanding. The science is in the database and all the market research undertaken to better understand customers’ attitudes, preferences, interests, and behavior. The art is in how this information is used in designing and improving the customer experience.1
Unable to display preview. Download preview PDF.
- 3.C. K. Prahalad and Venkatram Ramaswamy, “Co-Opting Customer Competence,” in Harvard Business Review on Customer Relationship Management (Boston: Harvard Business School Press, 2001), 2–5.Google Scholar
- 4.J. Walker Smith, Ann Clurman, and Craig Wood, Coming to Concurrence: Addressable Attitudes and the New Model for Marketing Productivity (Evanston: Racom Communications, 2005), 98.Google Scholar
- 5.Frederick Newell, Why CRM Doesn’t Work: How to Win by Letting Customers Manage the Relationship (Princeton, NJ: Bloomberg Press, 2003).Google Scholar
- 6.Susan Fournier, Susan Dobscha, and David Glen Mich, “Preventing the Premature Death of Relationship Marketing,” in Harvard Business Review on Customer Relationship Management (Boston: Harvard Business School Press, 2001),134–137.Google Scholar
- 11.B. Joseph Pine II and James H. Gilmore, The Experience Economy: Work Is Theatre & Every Business a Stage (Boston: Harvard Business School Press, 1999),77–78.Google Scholar