Identifying and Delivering the Ultimate Customer Experience
Ever walk a mile in your customers’ shoes? Here’s how to figure out what really makes them loyal and keep coming back for more
A positive customer experience is a powerful reason why people choose to be loyal to organizations. Many firms intuitively understand this. One study found that nearly half of B2B and B2C marketers focus on customer experience as the primary way in which they differentiate themselves. Despite this, organizations continue to have problems managing customer journeys and creating the right experience.
How can organizations improve customer perceptions and interactions that make them want to keep coming back for more?
In this webinar, Laurence Ashworth, an associate professor of marketing at Smith School of Business, Queen’s University, shares the psychological basis of customer experience and provides a straightforward framework that marketers can use to optimize the customer journey.
Attendees will learn:
• What “customer experience” really means and why it’s important
• What is holding organizations back from delivering a great customer experience
• How to determine the important drivers of customer experience in their industry
• How organizations can use the perceived ease of customers’ interactions to guide how they manage the customer journey
Session Leader
Dr. Laurence Ashworth
Laurence Ashworth is an associate professor in marketing at Smith School of Business and Network Leader for the National Council for Marketing and Public Affairs Executives. His research focuses on social and emotional influences on consumer judgment and decision making. His work has been published in a variety of top journals, such as the Journal of Consumer Research, the Journal of Marketing, and the Journal of Consumer Psychology. He also comments regularly, and his work has appeared in media such as the New York Times, the National Post, the Globe and Mail, Macleans, Psychology Today, Cosmopolitan Magazine, the Toronto Star, Canada AM, Global TV, and CBC radio. Laurence teaches courses on Marketing and Consumer Behaviour to students in the undergraduate, M.Sc., Ph.D., and M.B.A. programs. A central theme of his teaching is to integrate broad strategic approaches to marketing with more specific, evidence-based ideas that help predict how and why consumers react to marketers’ actions. The goal is to provide students with a broad framework that they can take to the marketplace that will help them make psychologically-informed marketing decisions.