Customer experience: are we measuring the right things?
Stan Maklan
Cranfield School of Management
Philipp Klaus
ESCEM School of Business and Management
A rapid evolution from product to service to experience
Marketing practice and research have undergone a series of large-scale transformations over the past 25 years, shifting focus from (1) creating fast-moving consumer product brands to (2) building customer relationships through service marketing, and now to (3) creating compelling customer experiences. The authors propose that marketing research has not kept up with these changes (Gordon 2006), generating a mismatch between what marketers are now trying to achieve and what...