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Measuring Customer Experience


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Table of Contents

1. CX: the origins and importance for your business 2. CX strategies and management practices 3. The 5 dimensions of CX management 4. The 3 types of CX management practice 5. Linking practices to profitability 6. Your CX management balance sheet: where are you and where do you want to be? How to get from A (current state) to B - a step-by-step approach. 7. The devil is in the details - only what get measured gets managed 8. Best practice versus next practice 9. Concluding thoughts

About the Author

Dr Philipp 'Phil' Klaus is Professor of Customer Experience and Marketing Strategy, founder of Dr. Phil Klaus & Associates Consulting, and holds multiple visiting professorships around the globe. His areas of expertise include customer experience strategy and management, customer experience quality, marketing strategy, the influence of marketing activities and customer experience on consumer behavior and the financial performance of organizations. His award-winning research has appeared in numerous books, and a wide range of managerial and academic journals, including the Journal of Service Management, Journal of Strategic Marketing, Journal of Services Marketing, Journal of Marketing Management, International Journal of Market Research, Journal of Retailing and Consumer Services, Design Management Review, Journal of Direct, Data, and Digital Marketing Practice, Public Affairs, etc. Phil is a frequent keynote speaker at public and in-company seminars and conferences around the world. He is an experienced senior marketing manager and thought after consultant with an active, international portfolio of Blue-Chip clients from the financial services, retail, luxury goods, telecommunication and the energy sectors, for whom he advises on customer experience strategy, profit enhancement, customer behavior, best practice and business development.


'Phil knows what it takes to win. And that is exactly what Measuring Customer Experience provides to managers who want their companies to win through building strong relationships with customers.'

-Timothy Keiningham, PhD, Global Chief Strategy Officer and Executive Vice President, Ipsos Loyalty; Bestselling Author of The Wallet Allocation Rule and Why Loyalty Matters

'Dr Phil Klaus's investigation and findings on how to measure and improve Customer Experience addresses one of the most pressing issues for marketeers and businesses today. His erudite approach to the subject breaks new ground with the EXQ technique being one that will in due course filter down into the practice of advanced marketeers.'

-Crispin Rogers, Director Targeted Marketing, Visa Europe

'Move past individual customer service with this systematic 'next-practice' guide to thinking beyond the simple transaction, enhancing your total customer experience and increasing profitability.'

-Ian Di Tullio, Director Loyalty Marketing , Air Canada

'This book provides a useful roadmap, addressing the pressing questions managers face: Where are we currently in terms of managing and measuring customer experience? Where do we want to be? And most important, how do we get there?'

-Katherine N. Lemon, PhD, Accenture Professor of Marketing, Chair, Marketing Department, Carroll School of Management, Boston College

"We know that customer loyalty is one of the most important drivers for the business performance, particularly at a professional service firm. However, we didn't know what exactly affected it. Through dedicated research, Phil clearly demonstrated the solution by presenting the conceptual model and measurement tool. This is an excellent book and I strongly recommend this to all the executives involved in measuring everything related to customers."

-Dr. Junichi Kato, Managing Director TMF Group Japan

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