Organizing and Measuring to Deliver Customer Experience Excellence
A Journal of Shopper Research article and quiz
For a “Voice of the Customer” (VOC) program to be useful, retailers must gather and interpret customer feedback data effectively. Retailers can conduct transactional and relational studies more successfully when they understand the psychology of how humans remember experiences (i.e. Peak End Rule, experiencing self versus the remembering self). In this Journal of Shopper Research (JSR) article from Spring 2017, Craig Ryder, Torsten Fritz, and Gustavo Imhof, introduce Six Pillars of Customer Experience Excellence identified by KPMG Nunwood to help compare experiences from brand to brand and across industries.
Upon completion of this course, you should be able to:
- Identify and distinguish among the three types of studies used to collect shopper feedback data: transactional, relational, journey.
- Describe the human psychology concepts that explain how shoppers remember experiences (e.g. Peak End Rule, experiencing self versus the remembering self).
- Explain why, across VoC studies, there is typically lack of agreement among key performance indicators.
- Identify KPMG Nunwood’s Six Pillars of Customer Experience Excellence.
Credits: Successful completion of this course will provide current Shop! MaRC holders with 0.5 PDU in Research towards their triennial recertification.
Course Components: Journal of Shopper Research article, 10-question quiz
Shop! Value Cycle Focus: Phase 1 of the Shop! Value Cycle – Research
MaRC Recertification Credit: 0.5 MaRC – Research PDU
Cost: Members $25, Non-Members $50