TY  - BOOK
AU  - 
AU  - Gelb, Gabriel M; McKeever, John M
ED  - 
ED  - 
ED  - Marketing Management. 15 (4) :Jul/Aug 2006. pp. 40-45. 
ED  - 
SN  - 2
PY  - 0000///46
CY  - 
PB  - 
KW  - 
KW  - 2
KW  - 0
KW  - 6
KW  - 20
KW  - Consumer attitudes;  Customer satisfaction;  Customer relations
KW  - sears0
N1  - 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.; 5
ER  -