By Emma Macdonald and Hugh Wilson | 04/09/2012
Dr Emma Macdonald and Professor Hugh Wilson have been working with a number of leading companies over the past two years on a new research tool ‘real-time experience tracking’ (RET) that helps companies to better understand the needs of their customers. The research has been published in the Harvard Business Review.
By Stan Maklan | 17/07/2012
Organisations are increasingly competing on the basis of customer experience, academics and practitioners are struggling to understand and define the concept. Maklan and Klaus argue that customer experience is still being measured against criteria more suited to evaluating product and service marketing. Therefore, there is a need to update customer experience measurement and align it with the nature of the firms’ offer to customers.