Customer experience: are we measuring the right things?

Marketing theory and practice evolved dramatically through a series of transformations from products to services and, recently, customer experiences.

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...

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