Identifying and Delivering the Ultimate Customer Experience
A positive customer experience is a powerful reason why people choose to be loyal to organizations. Many firms intuitively understand this. One study found that nearly half of B2B and B2C marketers focus on customer experience as the primary way in which they differentiate themselves. Despite this, organizations continue to have problems managing customer journeys and creating the right experience.
How can organizations improve customer perceptions and interactions that make them want to keep coming back for more?
In this webinar, Laurence Ashworth, an associate professor of marketing at Smith School of Business, Queen’s University, shares the psychological basis of customer experience and provides a straightforward framework that marketers can use to optimize the customer journey.
Attendees will learn:
• What “customer experience” really means and why it’s important
• What is holding organizations back from delivering a great customer experience
• How to determine the important drivers of customer experience in their industry
• How organizations can use the perceived ease of customers’ interactions to guide how they manage the customer journey