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...