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ABSTRACT : The article examines methods that companies can use to understand the experiences their customers have using their products or services. The authors argue that word-of-mouth advertising can have a negative or positive effect on a company. The article focuses on the concept of experience mapping to examine how a customer interacts with a company and its products. The authors believe that it is difficult to measure a customer's commitment to a company in the future. The authors distrust focus groups as a method of examining how well a company responds to customer needs. Above all, the authors argue, frontline employees need to be central to both measurements of customer interactions and to improving customer relations; job satisfaction and customer satisfaction are intrinsically tied together.





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Nat. Bib. No.: 2

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Consumer attitudes; Customer satisfaction; Customer relations ----------

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