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The Magic That Makes Customer Experiences Stick /
Research has shown that memorable experiences can drive customer decisions as much as price and functionality. Yet there have been few meaningful improvements in customer experience over time. The missing ingredient? Emotion. Customers want their choices to align as much with their feelings and sens...
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| Format: | Électronique eBook |
| Langue: | Inglés |
| Publié: |
MIT Sloan Management Review,
2019.
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| Édition: | 1st edition. |
| Accès en ligne: | Texto completo (Requiere registro previo con correo institucional) |
| Résumé: | Research has shown that memorable experiences can drive customer decisions as much as price and functionality. Yet there have been few meaningful improvements in customer experience over time. The missing ingredient? Emotion. Customers want their choices to align as much with their feelings and senses as with their values and ethics. The rational approaches taught at most business schools - offer more value for money, add features, make service more efficient - are not enough. |
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| Description matérielle: | 1 online resource (10 pages) |