Why shift to customer experience measurement seated in brand values rather than process delivery?

In a market place where achieving competitive advantage through product differentiation alone is seen as only part of the equation, the creation of a unique customer experience is seen as the new battleground.

Why Shift to Customer Experience Measurement Seated in Brand Values Rather than Process Delivery?

Duncan SandsVolkswagen, United Kingdom

Gavin WinterMaritz Automotive Research, United Kingdom

INTRODUCTION

Historical Context

Whilst it can be argued that most manufacturers are focused first and foremost on customer acquisition and selling cars, it has long been recognised that retention of existing customers is a pre-requisite for long-term growth. For the last 30 years automotive manufacturers have sought to influence customers' propensity to stay loyal by pursuing customer service strategies geared to delivering customer satisfaction at the point of the sales and service transaction, analysed...

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