Measuring Customer Experience: How to Develop and Execute the Most Profitable Customer Experience Strategies

"We need to deliver a great customer experience." How often have you heard these or similar statements? And how often has a manager given a clear and meaningful definition of what a great customer experience (CX) actually is, or even proposed an idea about how to accurately measure it? In many organizations CX has become a meaningless buzzword, a vague and ephemeral 'theory of everything' that fails to deliver on its promise to drive improved performance.

So why is CX so hard to pin down? It focuses on customers' value-in-use and so blurs traditional distinctions between products and services, and it exists in emotional and instinctive responses rather than rational and cognitive choices. But, as Professor Phil Klaus argues, although it may be hard, it's not impossible. And it is essential. If you can't measure it you can't manage it – but how can you hope to measure it if you can't even define it?

If you're serious about measuring customer experience (and you should be) you need to define it in hard measureable terms that are connected to consumer behavior and firm performance. Blending the findings of rigorous scientific research from a multitude of global studies with practical tools and techniques developed and tested in the real-world, Measuring Customer Experience shows you how to really focus in on what parts of the customer experience drive behavior and, ultimately, business profits.

About the Author

Dr Philipp 'Phil' Klaus is Professor of Customer Experience and Marketing Strategy, founder of Dr. Phil Klaus & Associates Consulting, and holds multiple visiting professorships around the globe. His areas of expertise include customer experience strategy and management, customer experience quality, marketing strategy, the influence of marketing activities and customer experience on consumer behavior and the financial performance of organizations. His award-winning research has appeared in numerous books, and a wide range of managerial and academic journals, including the Journal of Service Management, Journal of Strategic Marketing, Journal of Services Marketing, Journal of Marketing Management, International Journal of Market Research, Journal of Retailing and Consumer Services, Design Management Review, Journal of Direct, Data, and Digital Marketing Practice, Public Affairs, etc. Phil is a frequent keynote speaker at public and in-company seminars and conferences around the world. He is an experienced senior marketing manager and thought after consultant with an active, international portfolio of Blue-Chip clients from the financial services, retail, luxury goods, telecommunication and the energy sectors, for whom he advises on customer experience strategy, profit enhancement, customer behavior, best practice and business development.