Author
Paul R Gamble in the publication ‘Marketing Revolution’ (ISBN-10 0749449802) focuses
on customer experience & the customer’s journey. These are journeys which
result in positive bonding & commitment to wonderful products and places. “Wow experiences” which deserve a consumer
stamp of approval, a powerful and positive halo recommendation to other
consumers.
Gamble
states “Customer experience can be defined as the blend between a company’s
physical performance & the emotions that evokes. Matched & measured against their
expectations of performance across all points of contact. These points of contact might be called the
customer journey”. In other words this
will be a “Wow experience – worth repeating again & again”. According to Research International, brands
delivering high emotional & functional benefits will typically experience
retention rates of 84 percent & cross-sell rates of 82 percent, versus
low-experience brands at average retention of 30 percent and cross-sell rates
of 16 percent.
“Customer
experience can be defined as the blend between a company’s physical performance
& the emotions that evokes. Matched
& measured against their expectations of performance across all points of
contact. These points of contact might
be called the customer journey”.
